How Pixeled Eggs Built a Membership Website for Flowers from the Farm

Flowers from the Farm is a not-for-profit association of British flower farmers, run by volunteers. Pixeled Eggs built a WordPress membership site that helps the public find growers and cuts the volunteers' admin.

Pixeled Eggs for Flowers from the Farm

Flowers from the Farm

Client: Flowers from the Farm
Agency: Pixeled Eggs
Type of work: Websites & CMS, Strategy & UX
Sector: Public Sector & Charities
Scope: User personas, workshops, UX design, WordPress, MemberPress, Mailchimp integration

Flowers from the Farm is a not-for-profit membership association run by volunteers who are flower farmers themselves. It encourages more people to grow and sell cut flowers in the UK and gives its members practical business information.

The Challenge

The website is the association's main way to show where to find British flower farmers, explain the benefits of locally grown cut flowers and recruit members. The public needed an easy way to find and contact growers, and members needed a hub to share their experience. The volunteers are busy growers and business owners, so the new site had to cut their membership admin.

The Approach

Pixeled Eggs developed user personas and needs with the association, including in a remote workshop. The new site has:

Find Flowers, a member directory that lets the public search for local growers and contact them directly to buy flowers.
Member Stories, where growers explain what they do, to give others the confidence to join.
Inspiration, a section built from the members' own photographs of seasonal, scented, garden-style British flowers.
Membership tools: a simpler sign-up process and automated admin, such as syncing new members with regional welcome emails in Mailchimp.

Pixeled Eggs took on our detailed scope and the fabulous website they've delivered showcases everything we wanted about the beauty and sustainability of British flowers. They worked really hard to understand how the site could meet our complex membership needs and the different objectives of site visitors (FFTF members, press, B2B customers and the general public). They've supported us brilliantly to bring it to life and worked hard to find technical solutions to meet our needs.

Carole Patilla, Co-Chair, Flowers from the Farm

The Outcome

Built in a modular way on WordPress and the MemberPress plugin, the site is easy for volunteers to maintain: they could keep seasonal content up to date and process new sign-ups. Members have found the new members' area intuitive for managing their profiles, and they report more business through referrals from the Find Flowers directory.