Strategy


 * DESIGN STRATEGY**

Our team's purpose was to reorganize and redesign BK Farmyards' website to enable it to more effectively support the organization’s mission, reinforce its brand, and enable target users to easily find information and complete tasks.
 * __Mission__**

Through our interview with the client, we identified five broad categories of target users:
 * __Audience__**
 * //Partner//: people interested in creating active partnerships with BK Farmyards
 * //Learner/Volunteer//: people interested in learning about urban farming or seeking volunteer opportunities
 * //Community Capacity//: community members interested in developing networks between producers and consumers of locally grown food
 * //Collective Member//: current and future members of the collective
 * //Donor//: people willing to donate resources or supplies

Our team created five personas based on each of these five categories: Richard, the school administrator; Natalia, the student volunteer; Chris, the restaurant owner; Dale, the individual farmer; and Eleanor, the donor.

Our primary goal in redesigning the BK Farmyards website was to transform the present mass of disorganized content into a logical and intuitive informational resource. We attempted to minimize ambiguity through effective labeling, to prevent the user from getting lost through simplified navigation, and to streamline the site by consolidating unnecessarily repetitive content. The integration of images, the use of consistent templates, and the maintenance of a single font aimed to further reduce feelings of confusion that arise when viewing the current site.
 * __Goals__**

In addition to improving the structural framework of the site's content, we sought to bring its "look and feel" more closely in line with the company's warm, community-focused spirit. We emphasized a visual, playful feel through the heavy use of images and by incorporating organic design elements like our "bubble" subcategories. A sense of play is further achieved though dynamic interactive features like hovering, fade-outs, and dropdown vertical menus. The bright colors of the images and text project warmth, life, and humanity. We hope that the combination of a predictable structural framework with surprising design elements will not only enhance the experience of current users but attract new users to the site as well.