Role: UX Design, UI Design
Software: Sketch, InVision, JIRA
Situation:
Our organic, eco-friendly & bee colony conscious client approached us for a redesign of their homepage. They felt their homepage didn’t speak effectively to the brand's values. Upon closer look, I could see key points of differentiation as bee advocates (including their initiative to “Save the Bee”, and support of their community of bee keepers) were buried under products on their homepage, making the homepage feel e-commerce heavy.
They had recently rebranded their physical product labels to stand out from their competition in stores, so I brought those elements into alignment with their site. The rebrand of their labels compared to the dated look of their “mom and pop” website communicated a misalignment on their overall brand strategy. Since they wanted to differentiate themselves and effectively communicate their leadership status in their industry, we had to make drastic improvements to the homepage.
Solution:
As I started to form a design strategy and recommendations, I looked into their analytics to verify my design decisions. We noted the area of the site that commanded the most traffic was dedicated to selling supplies to beekeepers. Knowing this, we focused on catering to that segment of their audience by prioritizing that category on the homepage and including imagery of people in bee keeping uniforms.
