Transformative User Experience
Challenge
Through collaborative sessions, stakeholder feedback, and existing website data, we thoroughly examined the RCO brand personality and customer behaviors. We decided to address the lack of brand personality, improve the sitemap structure and UI design, and create a new IA to streamline the checkout process. Additionally, we aimed to simplify the journey for new users and enhance our partners' experience.
Wireframes: From concept
to collaboration
To address the lack of design system and predefined guidelines, we started by creating low-fidelity wireframes around the homepage and the product page two of the most influential pages, allowing us to focus on core architecture and interactions. Involving stakeholders early in the design process ensured website structure and functionality alignment.
The Result: Empowering engagement.
After user testing and gathering feedback, we launched a redesigned website that exceeded expectations, as seen in the outcome slide. We incorporated the initial findings and input from user testing feedback into the new design, enhancing the brand's visual elements to reflect its personality and improving the main navigation, menu tags, and products categorization. Additionally, we updated typography, color palette, and product photography and created new product cards. The new platform seamlessly integrates informative content with an engaging shopping experience, enhancing the journey for new as well as loyal users.
Grant Barron
CMO, Rowe Casa Organic