project completed while employed at Callahan for MGP
PROJECT MGPingredients.com Website Redesign
DURATION 4 months
UX DESIGN SERVICES
MGP Ingredients is a leading supplier of premium distilled spirits and specialty wheat proteins and starches. In conjunction with their new brand, their website needed updating, recognizing that the experience of the old site was confusing and cumbersome. A website refresh not only meant updating the look and feel, but also evaluating the current UX to make critical improvements for customers to be able to find information more easily and efficiently. As lead UX designer, I made ongoing recommendations and decisions that helped the team create an updated experience that exceeded the client's expectations.
Because MGP's website is chock full of great information, the challenge was to organize it in a way that made sense to their audience. After several iterations of the site map, we settled on a structure that gave the user a clear path to find information, including a product filter and a revised, streamlined, step-by-step process of ordering a product sample. The wireframe also introduced a full version of the mobile view, something the old site did not have.
information architecture (site map)
Creating a clickable wireframe allowed us to see how the audience
might interact throughout the site and to create a framework for housing all of their great content.
The revamp of the Request a Sample feature now allow users to order samples using a clear, easy-to-understand path and lead to an increase in sales for MGP.
Request a Sample revamp
Using the high-fidelity prototype created from design layouts, we ran unmoderated, qualitative user testing with pre-defined tasks. This helped identify possible difficulties, and confirm that the user experience and design was positive and accurate for the audience.
We were able to identify UX issues and make updates and improvements prior to sending the designs to the development team.
During the visual design phase, I consulted with the art director while she applied MGP's new brand to the established, tested wireframe structure. Through continual consultation and collaboration, we established a strong look and feel that coupled nicely with the UX to create a beautiful experience for the audience.
Organizing MGP's great content into a clear structure was the beginning of taking the old and making it new and fresh. Ensuring the new structure made sense to users was also important in creating a site that not only kept the experience clear, but also allowed for a framework that applies a visually pleasing design. This is a site that users will visit over and over again.
i’d love to discuss how to incorporate UX intoyour clients’ next website project
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