ABC Homepage in laptop mockup

Asheville Bee Charmer

Asheville Bee Charmer is a destination for anyone visiting Asheville, NC, and has become a staple ingredient in many kitchens. ABC started as a brick-and-mortar, offering its renowned Honey Tasting Bars, but quickly realized there was a demand to reach a wider audience. Earlier renditions of their website provided only essential information and limited product offerings. They were ready for a new website strategy that bolstered the user experience and created a more robust shopping experience while also highlighting what visitors experience when visiting the stores.

My involvement

Design & Strategy Lead
Object-Oriented User Experience
UI Design
Information Architecture
Webflow Prototyping
Content Strategy


Leah Quintal
Laurel Scherer
Asheville Bee Charmer homepage design



Using an object-oriented user experience process, improvements to the new website encourage users to explore and experience the brand while helping them find products quickly and intuitively.

Key areas:

  • Analytics drives the strategy behind what product categories to highlight in the top menu and the user's journey in seeking out specific products.
  • The categories were simplified and labeled in a way relatable to visitors entering the store, connecting with their mental models.
  • Users can quickly access larger groups of products for browsing or narrowing their search via subcategories or the search option.
  • Easy access to their best sellers appears directly in the menu to make it easy for return visitors to get in and out quickly.
  • As advocates in the beekeeping and local community, the Learn section provides a glimpse of who Asheville Bee Charmer is and offers an easy-to-access resource library of articles, recipes, and events.
  • Quick access to location information such as address and phone numbers.
Drop down menu strategy

Navigation menu

The category index for the website
Sourwood honey product single page mockup

Product category and detail pages

honey tasting bar call to action

Honey Tasting Bar call to action

Asheville Bee Charmer mobile screens

Various mobile views of page and post content

Articles landing page

Articles landing page

About landing page

About landing page

Welcome email graphic
Example artwork for an email campaign

Blog and social media graphics

Initial stages of the ORCA OOUX methodNavigational flow and wireframes of the website planning processWireframes of the website

Sneak peak of the OOUX Process

View More Work

FBA cover image featuring the website
OD website portfolio
OTO trip screens