California Avocados
California Avocados' Website Revamp Boosts Traffic
1/5 OVERVIEW
Lead UI Designer
Design Strategy
Design System
Modular Design
Design Maintenance
Redefine the California Avocados website optimization opportunities
California Avocados collaborated with MullenLowe U.S. to improve and identify potential optimization opportunities for their product.
To achieve this objective, our experience design team joined efforts with our SEO team and Quuak, our development team in Argentina, to formulate a smart strategy within the given timeframe. Our team conducted a comprehensive website audit encompassing SEO, website templates, and content opportunities.
2/5 PROBLEM
Taxonomy
After the audit, we discovered inconsistencies in page titles with navigational names and the pages that lead to dead links or missing pages in the site structure.
Design and content
We also found out that:
1. 64 templates were being used on the current CMS.
2. 14 out of the 64 templates and their links either do not exist or lead to pages users can not find via navigating the site.
3. Assets used on site are inconsistent in image quality.
4. Many pages could be retired due to a lack of traffic or duplicative content.
3/5 DESIGN CONCEPTS
Streamlining design with brand colors and assets
Once I understood the major issues and goals of this exercise, I thought about using their brand colors and existing assets to help categorize each page.
Optimizing design efficiency
To reduce the template redundancy, we simplified the structure of the component and developed at least seven unique card templates. These templates were then used repeatedly throughout the project, resulting in a more efficient and cohesive implementation.
A playful journey through adorable patterns
We considered incorporating adorable avocado motifs to introduce an element of playful charm. These delightful avocados would be strategically integrated into the hero section and alternating segments, infusing a sense of fun and visual appeal throughout our design.
4/5 TAKEAWAYS
This particular project differs slightly from my past projects, as it evolves around a card system approach. We successfully incorporated approximately seven card components into the project, employing various colors and patterns to introduce diversity.
The key takeaway is that employing a versatile and cohesive component can result in a well-rounded and user-friendly website, addressing SEO and content considerations without compromise.
5/5 CREDITS
Team
Andrew Bouchie - Head of Experience Design
Kate Crotty - Sr. UX Designer
Ming Chan - Project Manager
Nicole Arnold - Head of Delivery
Julie Grates - Sr. Content Designer
Quuack - Dev Team from Argentina