Sunset
Seeds LLC
UX/UI Design & Web Development
Project Overview
This freelance project was for the CEO of a small business, Sunset Seeds LLC. Sunset Seeds LLC partners with popular seed manufacturers such as Channel Seed and La Crosse Seed.
Problem
Solution
There is a lack of agricultural information for farmers seeking credible farming resources that need a way to easily find information around crops and cheapest prices for new seed without feeling overwhelmed.
Reach the stakeholder’s and users needs by creating an efficient website to boost CEO’s sales while also creating an easy route for farmers to learn more information on higher quality products and efficient ways to farm.
User Research
To sum it up:
​Prior to diving into user interviews, I knew it would be difficult to reach out to farmers in the northeast Ohio/ Pennsylvania region via social media. This is because the target audience age is within the 45-65 range. I decided the efficient way to collect qualitative data from farmers was to rip the bandaid off and cold-call farmers within the area.
I gathered several user interviews via phone screenings and realized the lack of agricultural information out there for farmers that are either beginners or experts.
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100% of users interviewed agreed there is lack of farming information online. The only route is through university/ government websites that are challenging to navigate through
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Users that are new to the farming world wanted more tips about what farming equipment would be best for certain products
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100% of users get frustrated with confusing websites. They need simple navigation where they can read the information themselves and avoid calling the farmer/ farmer salesman that owns the website
Defining The User
​To visualize the demographics of a potential user using Sunset Seed’s website I created a user persona that displays the user’s goals and thoughts.
After analyzing qualitative data from user research, I realized the target user were farmers above the age of 45 that appreciate simple navigation of a website to find new products and reach out to the salesman if needed.
The Problem
Farmers who aren’t tech savvy seeking agricultural resources need a way to easily find information around crops that are in-season and the cheapest prices for new seed without feeling overwhelmed.
Information Architecture
Based on the extensive research from user interviews and defining the problem, I created a navigation for users in the farming industry that is simple and efficient for users to access the credibility of the stakeholder as well as the featured products offered by Channel and La crosse Seed.
Sketches
To bring the design to life, I began by sketching rough drafts on paper to brainstorm the hierarchy of the pages. These initial sketches helped me visualize how the website could flow and how the key elements would be organized.
Wireframing
To bring the design to life, I began inputting the navigation of the website into a low-fidelity mockup on Figma after brainstorming sketches.
I knew the hierarchy of the website had to have a strong introduction of the stakeholder to ensure credibility, an accessible way for users to contact the stakeholder if needed, and a clear list of products that the stakeholder has to offer.
Brand Discovery
The foundation of the Sunset Seeds LLC brand began with a deep dive into its core purpose and audience. To capture the spirit of the company and its mission, I developed the value statement "Let's Grow Together"—a phrase that speaks to both the agricultural roots of the business and its commitment to building strong, lasting relationships with customers. This statement set the tone for the entire brand identity, reinforcing themes of growth, trust, and collaboration.
Color Palette Selection
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In shaping the visual direction, I selected a green-based color palette to symbolize vitality, nature, and growth—whether that growth is in the soil or within customer partnerships. An orange accent was incorporated to reflect the warmth and richness of a sunset, tying back to the company’s name while evoking a sense of optimism and energy.
Logo Development
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To bring the Sunset Seeds identity to life visually, we leveraged AI-assisted design tools to explore a wide range of logo concepts quickly and efficiently. This approach allowed for rapid iteration based on style inspiration, industry relevance, and color palette integration. The final logo was selected for its ability to visually represent the brand’s essence—growth, warmth, and partnership.
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The logo integrates organic shapes and subtle nods to nature, while incorporating the sunset-inspired color palette—greens to represent cultivation and life, and orange to reflect optimism and the company’s namesake. We also analyzed logos from similar companies to ensure Sunset Seeds had a distinctive yet familiar presence within the agricultural industry.
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The result is a logo that’s modern yet approachable, professional yet rooted in the natural world—perfectly aligning with the values of Sunset Seeds and its audience.
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Final Product
After user testing, the iterations below included:
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making sure the logo acted as a global icon that navigated back to the home screen
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The pictures on the homepage were also clickable to each product page
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Add the email of the stakeholder below the phone number for easier access to different contact information
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Additional changes were implemented from stakeholder's feedback
Moving Forward
This project has been exciting since it was my first freelance UX project. Scheduling weekly meetings with the stakeholder to understand the main goals, while also using my sales skills to “sell” my design ideas to the client after user interviews/testing, has really helped boost my confidence with my UX design abilities.
I do wish I had the chance to interview more farmers for design testing, though, as I think their feedback would’ve been super helpful in improving the design. Instead of diving into JavaScript, HTML, and CSS, I ended up using Wix to quickly put the website together. While it made things faster, it also meant I couldn’t fully explore the advanced features I could’ve with custom coding. Looking ahead, I’m planning to keep in touch with the stakeholder to check website KPIs and fix any bugs that pop up.