Started as a family business over 80 years ago, nuts.com has become an Internet retailing success. Employing 60 staff and turning over more than $20 million per year, the company is ‘more than just nuts’. Instead they sell thousands of products including dried fruit, chocolates, sweets, seeds, spices, coffees, teas and much more. Still a family business, their success is built on a passion for quality, a deep connection with their heritage and good old fashioned customer service.
The nuts.com site was highly successful but it had grown organically over time, and was starting to lose design consistency and becoming difficult to navigate. So CEO Jeff Braverman reached out to Clearleft for our assistance.
After an intensive two-day design workshop with Jeff and Ben (their lead programmer), we realised that any improvements made would need to ensure the unique, customer-centred personality of the company wasn’t lost in the desire to simplify and streamline.
Clearleft is a talented and professional team. They have a keen design aesthetic and it is delightful working with them.
Clearleft has been working closely with Nuts.com over the last two years. Our initial goal was to fix the obvious usability problems and stabilise the site. Once this was done, we could then spend short 3 month sprints refining different aspects of the service.
An initial design refresh focused on modernising the home, listing and product pages, making them more appealing to users and easier to use. We also developed a modular front-end framework, which helped Nuts.com become one of the first large scale responsive sites on the web. This was followed by the design of a new checkout process and bespoke gift creation tools. Each sprint involved reviewing previous changes, and then iterating the design based on usage of the site and feedback from users.
After helping nuts.com modernise their website, our most recent sprint involved implementing a brand refresh, working with Pentagram in New York to ensure that their proposed identity would work as well online as it does offline.