Project
New Brand Image Development & Website Redesign
Client
Boston Microgreens
Responsibilities
UX/UI Website Design, Brand Strategy, Project Management
Target Users
Local Chefs
Problem
- The brand had a start-up feel to it
- The website did not look professional
- The desired brand image of a high-end vendor was not supported
Solution
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Developed a new brand image that resonates better with the target customer
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Incorporated the new brand image into the new website to act as the company's portfolio
Result
A lead-generating website that takes users through the consumer-journey while communicating the new brand identity
Step 1: Market & Industry Research
To be able to redesign the brand image and create a marketing & web strategy, I lead the team efforts in conducting market & industry research, which helped us gain a dipper understanding of the market, competition and the target user.
Step 2: Personas
To create a brand and website that would resonate with the target user, the team has developed two personas. This helped to not only understand the goals of the brand strategy, but also to communicate the ides to the client in a more convincing manner.
“I sometimes need a special product, but I cannot easily check if you have it available”
“If I don’t receive one of the ingredients on time, I can not serve the dish”
“When the taste of microgreens isn’t as expected, I risk disappointing the customer”
“I use microgreens to add something fresh to my dish, but why does a garnish have to be so expensive?”
“The appearance of microgreens matters because the presentation of dishes depends on it”
“If I need some additional product to be here tomorrow I want a distributor who has extra stock available”
Step 3: Messaging
To create a brand and website that would resonate with the target user, the team has developed two personas. This helped to not only understand the goals of the brand strategy, but also to communicate the ides to the client in a more convincing manner.
Step 4: Web Strategy
The team worked on analyzing the current website and developing a strategy that would work as guidelines for the client explaining the web design best practices and relating them to the new brand image. It defined main business goals that the website had to support and outlined the steps to ensure those goals are met.
Step 5: UX/UI Redesign
We started the redesign process with low-fidelity prototyping (sketching) and moved to high-fidelity prototyping in Wix (the platform used by the client)
Step 6: Finalizing UX/UI
The final design has been presented to the client and handed over with access to the Wix account. The website became one of the main lead-generating channels for the company