Streamlined E-Commerce Experience for a Beloved Brand
The Honey Baked Ham® Company
My Role
Creative Direction, UI Design, Team Lead, Animation, Motion Study, Design System
Overview
The Honey Baked Ham® Company, a well-known brand with over 400 locations nationwide, is renowned for its signature glazed hams, turkeys, and other gourmet products that families enjoy during holidays and special occasions. The company approached Dragon Army to revitalize its B2C e-commerce website, aiming to enhance the customer experience and drive in-store and online purchases through a unified, optimized web platform.
Challenges
With an extensive network of locations, The Honey Baked Ham® Company needed a single digital experience that would make ordering simple, whether customers chose delivery or pickup. The project required consolidating nine unique domains into one cohesive website that aligned with recent brand updates and visual standards. The new e-commerce platform needed to encourage repeat purchases, streamline the checkout process, and inspire customer loyalty.
Solution
Our team developed a data-driven UX/UI design strategy, building upon the brand loyalty of customers who return each holiday season. We performed extensive research to optimize user flow and created an intuitive, rewarding shopping experience for repeat and new customers alike. The responsive design allowed users to seamlessly browse, select delivery or pickup options, and complete orders in a few easy steps. Additionally, we prioritized testing an optimal checkout process focused on gifting and re-ordering, enhancing convenience and driving engagement.
Delight
We added subtle animations and motion design to guide users smoothly down the page, highlighting key products and promotions. These refined touches created a premium, welcoming feel, reinforcing The Honey Baked Ham Company’s brand as a trusted, high-quality choice for special occasions.
Conclusion
The newly launched Honey Baked Ham website was met with positive feedback from customers, who appreciated the streamlined ordering process and enhanced usability. The impact was substantial: the company recorded a 32% increase in sales, demonstrating the success of a UX/UI-focused design approach that leveraged creative direction, e-commerce optimization, and data-driven decision-making to strengthen customer loyalty and improve the shopping experience.
80+
Pages
100+
Components
+32%
Increase in Sales
Dragon Army is a true collaborative partner for our team. They show how invested they are and let us know that they care just as much we do about our success. They push us hard to grow and evolve in how we use our digital approach to serve our customers well at every turn.
JoAnn Harold
CMO @ The Honey Baked Ham Co.
