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Working with analytics specialists, researchers, content strategists, and customers to provide a new, more clearly focused interpretation of an enduring brand.
Lamb Weston is one of the world’s largest providers of potato products. Their fries, skins and other specialty products are served at some of the world’s most well-known restaurants and chains. The company has a deep, diverse portfolio backed by a dedicated online sales team and extensive customer analysis. A reimagining of the company’s website and app offerings was part of a larger strategy designed to directly engage restaurant and hospitality operators.
The client had already established detailed user personas based on previous research. Creating empathy maps and user flows allowed us to identify parts of the experience that could be optimized. The website analytics showed that customers were dropping off after they arrived at the product search, so redesigning the filters became an important priority.
A custom distributor search tool was envisioned that would provide product-specific partner availability information, regardless of the international market. Providing distributor information for companies that had a product in stock at the end of a search was an important part of the fulfillment process.
All customer tools and static pages had to be configured so they worked in multiple languages.
The dated look of Lamb Weston’s visual branding – fonts, colors and mid-century style illustrations – posed a unique design challenge. After flows and wireframing were complete, our team built out an entire template system based on modern standards. Visual design, UX, and UI work was done with an eye towards accessibility, and the overall brand identity was evolved somewhat to better align with user expectations.
Final work included layouts for handsets, tablets, and desktops, and functional prototypes. Creating modular landing pages was particularly challenging, as the content strategy was incomplete at the start of the process. This was solved by creating a series of modules based on common use cases that could be assembled in any number of ways to build a page or screen.
I provided specs and worked closely with the development team to ensure the integrity of the creative was maintained in each experience. During testing, the new designs outperformed the old versions substantially. After launch, the number of completed product searches increased almost 250%, and conversion rates grew accordingly.
