Floreo

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Floreo

My Story

Floreo is an e-commerce company that produces Organic Products, which made them the first company in Macedonia the production of Organic Honey and Bee Products.
Everything they produce is of the highest quality, and with hypoallergenic properties, making sure even those with sensitive skin can enjoy it without any problems.
We firmly believe that healthy food should no longer be just a luxury for a few, but should be available to everyone.

Introduction

More than 75% of beekeepers are low-income producers with limited resources to scale up their production. Each producer typically has less than 100 hives. Poor business practices such as the absence or limited use of record-keeping tools to track production, expenses, and income have impacted producers’ profits. Few producers and companies have invested in product diversification and marketing.

Context

Since 2019, the price of honey has fallen by 50%, making it difficult for producers to improve their incomes.

Intervention
Methodologies

Heifer International’s community development model builds a platform for other partnerships that support farmers to grow their businesses. These include the deployment of different technologies and innovations.

Lead UX/UI Designer

METHODS & TOOL
User Research, Interaction, Visual design, Competitive Analysis Prototyping & Testing July 2020 - August 2020

The Challenge

Floreo planned to keep focusing on its existing customers in Macedonia, and at the same time, reach potential clients in Europe and USA. We know the importance of influencers in their campaigns, so it wasn’t strange that Facebook and Instagram were the most important platforms for taking audiences on a journey from awareness to purchase. The main challenge was to create multichannel campaigns that could engage, educate and convince both US and Europe audiences to become our customers. At the same time, there was the need to effectively connect with Australian consumers. For this goal, Floreo worked with influencers to create relatable, authentic content for their campaigns. These campaigns showcased the products and reflected the core values of the brand: that quality honey shouldn’t be expensive, must be 100% hypoallergenic, and that the perfect flavor should be accessible to anyone.

Short description of the solutions I provided

With our sights set on cost-effective conversions, we suggested running campaigns to try out different ad formats. Other features we suggested were budget optimization and audience targeting. The point was to test the campaign ad creative as Facebook Page posts and Instagram posts. These tests were to help us understand which products and images resonate with people the most. We suggested targeting these ads to Lookalike Audiences to attract potential customers. Another suggestion was to use Custom Audiences to reach people who had previously engaged with an ad or visited the website.

The process
Our process at Floreo is based on the Double Diamond Theory and Lean UX process. We aim to incorporate the key phases of Discovery, Definition, Ideation, and Implementation in all of our projects.

Statistics

The practice or science of collecting and analyzing numerical data in large quantities, especially for the purpose of inferring proportions in a whole from those in a representative sample.

Over 4X Conversion rate

OVER 5X Increase in sales from Facebook

UP TO 30% Lower cost per conversion

research encompassed

I conducted research interviews with our primary users (account managers) to uncover any pain points that they were experiencing with the beta release.
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Understanding the user goals and needs
Uncovering pain points with the existing user journey, Determining the success of the tasks measured.

Over a 12-month period, Floreo’s campaigns brought in impressive conversion rates and sales increases.