Orrman's Cheese Shop

A responsive website redesign for a growing business

View Prototype


The owners were interested in updating the current website to give their customers a better way to purchase products, classes and cheese club subscriptions online. They were also interested in adding information and pages to their website that were missing or inactive.

My Role

Research, strategy, information architecture, wireframing, branding, website design, user interface design, prototyping, and testing.


The client already had a logo they wanted to use but they were open to expanding on the brand’s colors and identity. My solution for Orrman’s Cheese Shop was to design a new responsive e–commerce website and update the branding.


Orrman’s Cheese Shop, located in Charlotte, North Carolina, focuses on sourcing from small–batch producers in the U.S. and takes pride in a robust selection of local and regional cheeses and a thoughtfully curated selection of artisan products.



How & Why Customers Shop for specialty foods

My research for this project started with an in-person interview with the client. I wanted to find out about her goals for her business as well as the goals for her website. The current website was very minimal in function and didn't showcase the many aspects of her business. After hearing the client's needs, I thought it was important to hear from her customers.

Surveys and 1–on–1 interviews

I sent out an email survey and amazingly over 60 people responded! While the survey gave me some helpful quantitative results, it was through in-depth customer interviews that I was really able to learn about the customers' experience with the business both online and at the brick–and–mortar store.

Research Insights

  • Customers prefer shopping for cheese and other specialty foods in person for the customer service and to be able to sample the products before buying
  • Customers buy specialty food products as gifts or for special occasions more than they buy them for themselves
  • Shopping for specialty cheese can be overwhelming because of the variety and customers' lack of knowledge about what to buy and how to serve it


information architecture & use cases

Based on my research of competitor websites and the insights gained in the survey and interviews, I created; a Site Map, a Task Flow for signing up for a class and a User Flow for someone wanting to purchase a Cheese Club subscription as a gift for a friend. This User Flow was valuable later on to make sure no steps were overlooked during the checkout process.


Who are we designing for?

Using insight gained from my research, I took the next steps to defining the product. In order to empathize with Orrman’s users, I created two personas that represent sample archtypes of typical customers.





Next Steps

My next steps would be to make priority revisions based on the user feedback from usability testing. This includes refining some steps in the gift subscription process and making clear distinctions between gifts, cheese club and gift subscriptions. After making revisions to the interface and prototype, I would test again for pain points and successes.

Designing the interface

Large, detailed photographs take center stage on the homepage while overlapping blocks of color and typography create contrast and a backdrop for the content.

Low–fidelity Layouts

Finally, it was time to take pen to paper and get busy designing the basic layout of the pages. Once a few ideas were sketched, iterated upon, rearranged, and refined some more, digital wireframes were made.

Working in modular pieces helped keep the design process fluid and quick to iterate upon. Like a child’s building blocks, content and assets were rearranged, stacked and taken apart until all of the pieces fell into place.

Styling the experience

Building on the existing logo and brand, I wanted type, photography and color to set the tone for the visual language. The goal was to make the website and brand feel more custom and dynamic, while keeping it modular enough for the client to update content in the future.

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