Squeezing new life out of a family-run commercial cold-press juice equipment manufacturing company
Goodnature is a family-run business that has been manufacturing commercial cold-press juice equipment since 1976. As Goodnature continued to grow, they realized their legacy website had been fully-squeezed of the functionality it could produce, thus a digital refresh was in store!
I utilized their existing logo, core palette, and market research to update their brand identity and design the luxurious, modern e-commerce that would resonate with not only their B2B prospects, but the upper-middle class, high-achieving target audience of their upcoming B2C line of products.
Taking stock
Goodnature's website had last been updated 15+ years ago and had the classic signs of being a legacy enterprise site: pages overloaded with information, unintuitive navigation, unnecessary landing pages, and a site map that looked like spaghetti.
I started from the ground up, restructuring the site architecture, eliminating redundant pages, and curating fonts, colors, and styles.
A sampling of different page types revealed content patterns ... and a lot of issues.
There were a lot of good elements, but the design was outdated and the URL structure had deteriorated.
Thorough content analysis and user journey mapping yielded an intuitive site architecture.
Thank goodness.
Giving a legacy brand some juice
Our client was very visual, and our working sessions were most effective when he could see things in context. We zeroed in on the homepage and got to work.
Over three sessions and about two dozen iterations behind the scenes, we finalized an expanded color palette, new typographic styles, and a vibe we loved.
Iterate, iterate, coffee ... iterate.
Nested components create an intuitive system
Working from lo-fi designs, I unified the design system with a series of nested components. This created a seamless user experience and kept me on the good side of our development team.
The result was a beautiful, luxurious, modern e-commerce site.
