From the Farmer

About/ The product is straightforward: farm-fresh fruits and vegetables, delivered to your door.

The challenge was to turn an unfamiliar subscription model into something customers could understand, trust, and control.

After launch, new subscriptions doubled.

The product had users, but they were confused.

From the Farmer delivers weekly bags of seasonal, locally sourced produce to DC-area households. You subscribe, set your preferences, and a bag shows up at your door each week. Simple idea, real product. People who loved it.

But the website didn't make that clear. It didn't communicate what made From the Farmer worth choosing over the other options. And the customer dashboard gave people almost no control over what arrived each week. The flexibility that was supposed to set the product apart wasn't visible in the experience. Customers couldn't see their options, adjust their bag, or plan ahead.

Approach

Educate first, convert second

01

Sequence the story before the sale. Customers weren't rejecting the product. Many simply didn't understand it. So instead of optimizing the homepage around conversion, I optimized it around comprehension. The sequence answered the questions in the order a first-time customer naturally had them: what is this, why would I want it, how does it work, what does it cost, and when will it arrive?

02

Give customers real control. The company's differentiator existed in the business model, but not in the experience. The key product differentiator was flexibility. Customers could customize their weekly bag. The dashboard design centered on making that feel easy. Clear choices, minimal friction, confidence that what arrives each week reflects what you ordered.

Impact

A clearer product. A growing business.

The redesign connected acquisition, subscription management, customization, and checkout into one coherent experience. Customers could understand the service before subscribing and control it once they had.