"New" Orontes
What Is "New" Orontes?
I collaborated with the Founder and Brand Manager to create "New" Orontes, redesigning their website to align with their product branding.
Project Contraints
A major limitation with this project was the timeframe of 2 weeks and Orontes' lack of resources, user interviews were not conducted.
Who is Orontes?
New Company, 1 Product
A small company with only 1 released product based in Pennsylvania.
No online presence, no social media, barely any instore product.
Company Goal
Disrupt the dairy market with a locally-sourced, minimally processed product offering superior creaminess and richness.
Compete with current leaders in the market.
Date
2023
My Roles
Visual Designer
Team Members
CEO/Founder
Marketing
Tools Used
Figma
Deliverables
User Journey, Wireframes, Low/High Fidelity Prototypes, UX audit
Industry
Retail
Time Period
2 Months
Context
Client Project
The Problem
Problem Statement
A new yogurt startup company trying to compete with established brands needs to attract customer's to bring more sales.
Problem Breakdown
Inconsistency With Product Label
Orontes website deviates from their product label, potentially confusing customers who discover it on grocery store shelf.
Weak Information Architecture
The site contains all the necessary information but is not laid out properly that will directly impact future customers. How might we redesign Orontes website when they have no online presence at all.
The Solution
Keep Everything Consistent
By keeping everything consistent, customers would be more likely purchase the product and if the product is good, would highly recommend it to their friends. This would lead to profits.
The Research
Persona - Student
Clara Garza
She's a fitness enthusiast in her late 20s that wakes up early to go a for a run and later shops at her local organic store. During her breaks she reads various fitness articles ranging from diet, exercise, and lifestyle.
Goals
- Find healthier alternatives to current yogurt products.
Behaviors
- Does deep research into product ingredients and company culture.
- Intentionally visits local stores to find "underrated" products because she knows that entering large stores is difficult.
- Loves working out.
Pain Points
- She loves exploring the variety of products at her local organic store, trying them out, and doing research to get the most out of both the products and the companies that make them. The research is based on an in-depth persona and significant artifacts from the product label.
Design Inspiration
My main inspiration came from the company's only product label.
Reference Product Label Breakdown
Font | River | Buildings | Mountain | Decorative Ribbon
Key Pages
Product Page
Easier Navigation
Put two products on one page to save clicks for info.
Visual Harmony
Used same product label color for quick product recognition.
Clear Organization
Arranged content from general to specific.
Following Human Behavior
People Skim Text
A common human habit is scanning entire pages instead of reading them.
Proper Hierarchy
The story is divided into sections (beginning, middle, end) helps new visitors to understand the gist of the page along with the aid of pictures.
Home Page
Easier Navigation
Put two products on one page to save clicks for info.
Visual Harmony
Used same product label color for quick product recognition.
Clear Organization
Arranged content from general to specific.
Design Details
From Product Lable To Website
Specific elements from the label were incorporated into the redesign to keep the site consistent with the product.
The Specific Elements I used are:
Font | Buildings | Mountain | Decorative Ribbon
All Pages
Old Pages
New Pages
Looking Back
What I Did Well
Solidified Branding
Created seamless consistency between product and website to solidify the companies branding.
Design Decision Backed By Target Audience
Backed decision to design website based on existing product to improve user journey
What I Can Do Later
Conduct Official Guerilla Test
Conducting an online A/B guerilla test to get real feedback on people's opinion.
User Testing
I would conduct user testing to get user feedback on people that match the behavioral archetype.
Create A CMS
I would make a Content Management System (CMS) for recipe making and to future proof the website for other designers/developers.
What I Would Do Differently
Conduct User Testing
Insist harder on conducting quick user, or at least, guerilla testing to solidify the design.
Force A Better System
I was made aware later that the company lacked a web developer to create my website design.
Selected Works
