Hive Hugger
Revolutionizing Hive Insulation for Native Bees
Award-Winning innovation meets traditional beekeeping
Designed to protect Native Bees during harsh winters
Revolutionizing Hive Insulation
for Native Bees
Award-Winning innovation meets
traditional beekeepingdesigned to
protect Native Bees during harsh winters
My Role
UX Lead -
Design: Wireframe, Prototype
Research: Interview, Survey
Team Member
Olivia Devadas Researcher
YiXin Li Researcher
Jia Fu Liu Designer
YuChen Tang Designer
Peiki Zhang Designer
Project Timeline
February - May 2024 (3 months)
Background
Hive Hugger is a high-tech beehive insulation and winter wrap system engineered to keep hives 20–30°F warmer during harsh winters. This innovative design reduces honey consumption by up to 50% and boosts winter survival rates to 90%, ensuring that bee colonies remain robust and productive.
Backed by scientific research and validated
through beekeeper testimonials, Hive Hugger bridges traditional beekeeping with modern innovation. Its premium insulation panel and durable wrap work together to protect bee health, while fostering a community-driven approach to sustainable beekeeping.
Hive Hugger is a high-tech beehive insulation and winter wrap system engineered to keep hives 20–30°F warmer during harsh winters. This innovative design reduces honey consumption by up to 50% and boosts winter survival rates to 90%, ensuring that bee colonies remain robust and productive.
1 OBJECTIVE
Introduction
Introduction
The Product
The Product
Hive Hugger is an innovative hive insulation solution developed to improve bee survival during harsh Midwestern winters. Despite winning the American Beekeeping Federation Innovation Award in 2023, traditional beekeepers remain hesitant due to deeply rooted practices and higher pricing compared to competitors.
Hive Hugger is an innovative hive insulation solution developed to improve bee survival during harsh Midwestern winters. Despite winning the American Beekeeping Federation Innovation Award in 2023, traditional beekeepers remain hesitant due to deeply rooted practices and higher pricing compared to competitors.
Problem
Problem
Hive Hugger's potential growth was limited due to the resistance towards innovative products from the beekeeping community
"Hive Hugger's potential growth was limited due to the resistance towards innovative products from the beekeeping community"
While Hive Hugger was created to revolutionize the hive insulation market and potentially save tens of thousands of native bees, it faces a unique challenges when catering for the beeking community.
While Hive Hugger was created to revolutionize the hive insulation market and potentially save tens of thousands of native bees, it faces a unique challenges when catering for the beeking community.
Challenge
Challenge
Traditional beekeeping practices are passed down and deeply rooted.
Traditional beekeeping practices are passed down and deeply rooted.
Concern
Concern
Lack of a compelling brand identity hinders product adoption.
Lack of a compelling brand identity hinders product adoption.
Pain Point
Pain Point
Premium pricing compared to competitor without much proven success.
Premium pricing compared to competitor without much proven success.
Solution
Develop a marketing campaign that repositions Hive Hugger as both a resource hub and a mission-driven movement
In refining the visual identity and developing a community, Hive Hugger can more easily connect with beekeepers. This approach involves a website redesign, product development, and a mentorship program. This combination of design and marketing will built trust and community in the Hive Hugger brand.
Solution
Develop a marketing campaign that repositions Hive Hugger as both a resource hub and a mission-driven movement
In refining the visual identity and developing a community, Hive Hugger can more easily connect with beekeepers. This approach involves a website redesign, product development, and a mentorship program. This combination of design and marketing will built trust and community in the Hive Hugger brand.
Website Redesign
Website Redesign
Redesigned as a mission-driven resource hub with clear storytelling and intuitive navigation
Redesigned as a mission-driven resource hub with clear storytelling and intuitive navigation
Package Add-Ons
Package Add-Ons
Introducing add-ons that makes the product more compelling and easier to use
Introducing add-ons that makes the product more compelling and easier to use
Mentorship Program
Mentorship Program
Establish a safe haven that build trust and guide new beekeepers
Establish a safe haven that build trust and guide new beekeepers
2 RESEARCH
Goal
Goal
To gain insights from real beekeepers who are constantly impacted by cold weather
To gain insights from real beekeepers who are constantly impacted by cold weather
Phase 1 - Survey
Phase 1 - Survey
Targeted Facebook groups with our surveys and successfully received over 140 responses.
Targeted Facebook groups with our surveys and successfully received over 140 responses.
Expert Consultation
We consulted a bee expert from Project Apis m. to refine our strategy for engaging with beekeepers effectively.
Reaching Beekeepers
We shared the survey with beekeeping Facebook Groups, which proved to be the most effective platform.
Survey Distribution & Results
By sharing our survey across multiple groups, we received 140 responses and scheduled 10 interviews to conduct user research.
Phase 2 - Interview
Phase 2 - Interview
Conducted 10 in-depth interviews with beekeepers across the Midwest.
Conducted 10 in-depth interviews with beekeepers across the Midwest.
Knowledge Exchange
Knowledge Exchange
Each beekeeper was asked to give a 30-minute presentation of their usual routines on the bee farm.
Here are some interesting findings:
Each beekeeper was asked to give a 30-minute presentation of their usual routines on the bee farm.
Here are some interesting findings:
Bees often need a visual guide to help return to their hive accurately.
Bees often need a visual guide to help return to their hive accurately.
Commercial beekeepers migrate bees in winter, but hobbyists can't afford to.
Commercial beekeepers migrate bees in winter, but hobbyists can't afford to.
Most beekeepers start due to the influence of a close friend or family member, and had to learn from years of experience.
Most beekeepers start due to the influence of a close friend or family member, and had to learn from years of experience.
Contextual Inquiry
Contextual Inquiry
We invited beekeepers to go through their usual routine of browsing their favorite bee supply sites, using the "Thinking Aloud" method.
We invited beekeepers to go through their usual routine of browsing their favorite bee supply sites, using the "Thinking Aloud" method.
Beekeepers start on the homepage and switch to the product page if lacks interest.
Beekeepers start on the homepage and switch to the product page if lacks interest.
Item review play a crucial role in determining whether a product gets purchased.
Item review play a crucial role in determining whether a product gets purchased.
Phase 3 - Refine findings
Phase 3 - Refine findings
Beekeepers need clear visual cues and simplified product details to overcome their resistance to change, indicating that Hive Hugger must communicate trust and tangible benefits from the outset.
Beekeepers need clear visual cues and simplified product details to overcome their resistance to change, indicating that Hive Hugger must communicate trust and tangible benefits from the outset.
Prioritize home page redesign
Prioritize home page redesign
Add features that increase credibility
Add features that increase credibility
Explore mentorship platform
Explore mentorship platform
Realistic views of the actual product
Realistic views of the actual product
Persona
Persona
Using gathered data from our interviews and survey, we successfully conveyed the project to target 2 main groups
Using gathered data from our interviews and survey, we successfully conveyed the project to target 2 main groups
3 DESIGN
And so it begins
And so it begins
After 8 weeks of planning and research, we are ready to design our prototypes.
After 8 weeks of planning and research, we are ready to design our prototypes.
As the Lead UX Designer, I was responsible for redesigning Hive Hugger’s website and providing input on other ongoing designs.
As the Lead UX Designer, I was responsible for redesigning Hive Hugger’s website and providing input on other ongoing designs.
Wireframing
Wireframing
Initial sketches focused on intuitive navigation and clear storytelling.
Initial sketches focused on intuitive navigation and clear storytelling.
Resources, community, and products easily accessible on the homepage.
Resources, community, and products easily accessible on the homepage.
Highlighting the mission at the top of the site.
Highlighting the mission at the top of the site.
Incorporating storytelling throughout the site.
Incorporating storytelling throughout the site.
Iteration & Feedback
Iteration & Feedback
Merged the best aspects of two wireframe versions to balance e-commerce functionality with mission-driven messaging.
Merged the best aspects of two wireframe versions to balance e-commerce functionality with mission-driven messaging.
Digital Wireframing
Digital Wireframing
Developed high–fidelity prototypes that highlight key CTAs and product features.
Developed high–fidelity prototypes that highlight key CTAs and product features.
Simplified the homepage CTA for better user engagement
Simplified the homepage CTA for better user engagement
Added additional CTA for mentorship for alternative user journey
Added additional CTA for mentorship for alternative user journey
Increased visibility of product functionality adds credibility
Increased visibility of product functionality adds credibility
First full prototype
First full prototype
Through feedback from iterations on wireframing and digital prototyping, we created the first version of our digital wireframe.
Through feedback from iterations on wireframing and digital prototyping, we created the first version of our digital wireframe.
4 FINAL DESIGN
5 REFLECTION
Key Takeaway
Key Takeaway
We failed to reach a diverse demographic in our survey and interview groups, which had a significant impact on our findings
We failed to reach a diverse demographic in our survey and interview groups, which had a significant impact on our findings
Uncovering hidden market
Uncovering hidden market
Product Scalability
Product Scalability
Reducing Bias in Design
Reducing Bias in Design
Project Experience
Project Experience
I was fortunate to work with a diverse team, which has greatly strengthened my leadership skills.
I was fortunate to work with a diverse team, which has greatly strengthened my leadership skills.
Team Engagement
Team Engagement
Improved Decision-Making
Improved Decision-Making
Conflict Resolution
Conflict Resolution
Final Thought
Final Thought
Our team gathered valuable insights from the marketing campaign to provide Hive Hugger's for a possible redesign
Our team gathered valuable insights from the marketing campaign to provide Hive Hugger's for a possible redesign
Alternative materials
Alternative materials
Starter Kit
Starter Kit
Meet popular demands
Meet popular demands