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BACKGROUND
To support Torani's growing e-commerce channel and DTC vision, torani.com went through a complete redesign in 2018 which included a brand refresh. The ultimate goals of this redesign were to:
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Improve the customer experience through a simple and intuitive architecture
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Foster brand loyalty and drive conversion, providing key consumer data
APPROACH
A brand refresh was executed through a new visual aesthetic which included updated lifestyle photography, fonts, styles and color palette. To ensure successful execution, a 2-part strategy was implemented.
1
Lead with the Foodservice section of the website to allow for testing and learning within a contained portion of the site. Apply learnings from the Foodservice section to the consumer site redesign.
Implication: Leading with Foodservice will not significantly impact the DTC buying experience; therefore reducing any potential impact on e-commerce revenue.
2
For both Foodservice and Consumer, incorporate elements that drive engagement (i.e. 100% mobile-friendly pages) and result in positive customer experiences.
Implication: Drive revenue increases as customers become loyal through good overall brand experiences positioning Torani as the category leader in e-commerce.
BUSINESS OBJECTIVES
What do we want for foodservice and consumers from this new website?
Educate
Tell the brand, product and purpose story through an intuitive UX
Engage
Recipe discovery, social sharing, blog & interacting with site functionality
Convert
Drive to purchase, or lead generation
THE RESULTS
+20%
Total Users
+43%
Organic Traffic
-10%
CX complaints
OLD
Torani.com
Torani.com/Foodservice
Home page
OLD
Problem
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Foodservice section gets lost and feels like an afterthought
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Tiles create a busy environment with no clear story
Solution
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Make Foodservice easily discoverable in the top menu bar
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Create a tailored experience just for operators
Products page
OLD
Problem
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Information architecture is unclear
Solution
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Create an exclusive experience for operators that is easy to navigate and informative
Home page
Problem
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Tiles create a busy environment with no clear story
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Feels dated
OLD
Solution
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Make CTAs clear
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Information structure makes for an intuitive experience
Our Story page
Problem
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No clear narrative
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Too many clicks to engage
Solution
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Engage audience through a story-telling approach, bringing to life Torani's purpose, innovation and expertise, B Corp certification, team member stories and heritage
Recipe page
Problem
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A lot of information with no clear focus
Solution
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Streamline information with the most important at the top
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Mobile-friendly pages inspire engagement with content wherever and whenever
Store Locator page
Problem
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No information about products carried at particular locations, creating customer experience issues when consumers want to know in advance whether their store carries particular Torani products
Solution
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Include in-store product availability to reduce poor customer experience issues and drive conversion
E-commerce page
Problem
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Busy and product categories get lost, making discovery difficult
Solution
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Search Bar placed front & center to inspire engagement and product categories are clear, improving discoverability
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