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Pre-roadmap call notes

    Background

    • VFS was acquired by 365 Holdings 10/15/18
    • The current WooCommerce store is a mess

    Market

    • 50% mobile 35% desktop 15% tablet
      • Most revenue and conversions are on desktop
    • 4 Avatars
      • Prepper
      • Country Living
      • Responsible Adult
      • Backpacker
    • 65% of audience is age 45+
    • Audience skews male ~ 60/40
    • Competitors - Wise, AugassonFarms, Mountain House, My Patriot Supply

    Tech Stack

    • Initial Launch on “Advanced Shopify” with eventual migration to “ShopifyPlus” likely.
    • Checkout
      • ReCharge App on many products
        • Orders with and without recurring
        • Integrating account management for product selection
      • Zipify OCU on most products
      • Consumer Financing on some products  - Bread
      • PayPal - checkout payment method and possible financing
    • Reviews - Stamped.IO - fresh start - no history to import
    • Loyalty App - Smile.IO
    • Wicked Reports, Klaviyo, LiveChat, OptInMonster

    Migration

    • SEO Issues - site structure, copy, 301s
    • WooCommerce Data - Orders, Customers, Products

    Pages

    • Home - Full function builder with flexible blocks and elements for us to use
      • Products on home page
    • Need same builder for all /pages/ and ideally the /blog/ posts as well - our team will do all page building

    Main Nav

    Shop (need to work on wording)

    • Food by People
    • Food by Time
    • Food by Type
    • Water / Fire / Power / Gear

    Special Offers

    • Sales
    • Financing
    • Subscribe and Save
    • Samples

    Customer Service

    • Contact
    • Shipping, FAQ, etc

    Brand

    • Pillar Content Pieces
    • Why VFS - Mission/About
    • Social Cause
    • Financing
    • Nutrition
    • Shelf Life
    • Comparison

    Site Inspiration for main nav

    • Best UI/UX - PrimaryGoods - different functionality and design desktop v mobile - Shop focus on Mobile
    • Best Structure - Howler Brothers -  Shop/Brand/Service/Content framework

    Collection Pages

    Most sites in our space have very busy and confusing collections.  We want a collection experience that is simple and uses easy rich-media filters to sort the collection.

    Filters:

    • by time
    • by people
    • by type

    Sort by:

    • price up/down
    • alphabetical up/down

    Questions:

    • Where to place Copy (SEO)?
    • Where to place Media (image/icon/infographic/gif/video)?
    • Products per Row Desktop and Mobile?
    • Quick View or Quick ATC function or no?
    • Reviews Treatment here?

    Inspiration:

    • OatsOvernight - hero image based filters
    • MountainHouse - iconography based filters

    Product Pages

    Buy Box

    • Financing and Subscription Implications - mobile and desktop
    • Multiple Check Box Upsell - mobile and desktop (up to 4?) - modal
    • Benefit Description Sub-Title (Reviews / sales copy)
    • Klaviyo Out of Stock Integration
    • Reviews Treatment?
    • BIG CTA buttons
    • Image Gallery Functionality & Requirements?
    • Messenger Abandonment Checkbox

    Rich Media Page Elements Need

      • Hero Gifs (cooking demo etc)
    • Unboxing/Reviews/UGC Video
    • Infographics
    • Long for Benefit Blocks and Copy
    • Stamped.IO Reviews

    CTA buttons

    • Control on Isolation Effect, Perceived Actionability, and Text
    • Floating size, text, and functionality
    • Risk Reduction Elements

    Inspiration:

    • Organifi - strong buy box & long form
    • Biotrust - strong buy box & long form
    • SoloStove - media rich page elements
    • HiSmile - tabbed iconography product details

    Cart

    • Cart URL - Similar to KZ
      • No email block capture or offers
      • BIG CTA focus
      • Control over text elements and colors
    • Risk reduction on CTA buttons
    • Inspiration - Oars and Alps Cart modal
      • No Qty adjustment
      • Isolation effect with strong colors from the brand
      • Opacity behind the modal

    Footer

    • Minimal Design - ability to place trust icons / risk reduction element in a row
    • Same email Capture functionality as KZ - OIM element block with control by page type
    • PP
    • TOS
    • About
    • Contact/Support
    • Trial/Sample
    • FAQ
    • Shipping/Returns
    • Affiliates
    • Financing/Subscription
    • Blog/Content
    • Loyalty/Referral?
    Phil Penny

    Phil Penny

    Head of Design & Development