Case Study: Fresh Tilled Soil

Providing recommendations to enhance the web experience for a leading Boston design firm

Fresh Tilled Soil, a leading user experience design firm based in Boston, MA, were looking for suggestions on how to better communicate their services to client prospects through their website.

My team took on this challenge by conducting user interviews, usability tests, and a thorough competitive analysis to provide recommendations backed by user-based insight and research.

Process + Deliverables

— User Interviewing
— Usability Testing
— Online Questionnaire
— Competitive Analysis
— A/B Testing Analysis


Oriane Daley
Sylvia Kim
Vik Kudesia

1. Interviewing

Our team began our research by conducting several user interviews that included current and past clients, business prospects, and industry professionals.

2. Usability Testing

We conducted usability tests to get a better sense of how users' were interacting with the current website. We paid close attention to functionality of the site and comprehension of Fresh's services.

3. Competitive Analysis

Insights gained through our competitive analysis greatly aided in our final recommendations to Fresh's website. We compared several site components including the company mission, services, projects, client list, awards, contact and events.

User Interview Insights

"Being a business and not a consumer, I'm interested in seeing something that's more informative than exciting."


"Show before and after. Clients want to know that your delivery model is successful. Did it help increase sales? People think UX is a pretty thing, but it's the quantifiable nature in the end."


"Fresh Tilled Soil is committed to the craft. The team I met with had a great grasp of communicating well and did not rely on buzzwords. They spoke in plain English."


Our Recommendations


— Less blog-like
— Highlight key content
— Tie services to case studies


— Lose hamburger nav on desktop
— Add useful links/info in footer
— Remove sitemap


— Remove chat pop-up
— Make contact form consistent
— Provide history of company name