Project Overview
The Problem
I joined the WorldClass team to overhaul their underperforming website, which struggled with key metrics like Page Views and Average Time on Page. The site had poor navigation, unclear messaging, and images that misrepresented the company as a travel agency instead of a wholesale food distributor. Drawing on my experience at Mobilize.ai, I helped develop a successful redesign strategy, working with a small marketing team and limited resources.
My Approach
After assessing the website and business goals, I met with the marketing team and CEO to understand how to effectively present WorldClass online. I identified key differentiators, such as WorldClass's quality control and supply chain, which enable it to bring global delicacies to US restaurants. With this in mind, I designed the new website to resonate with our target audience - restaurant owners and head chefs. My approach involved empathizing with their concerns to position WorldClass as the solution to their needs. I created mockups for team approval and used data from Google Analytics and Hotjar to test and refine the site, making iterative improvements to achieve the desired metrics.
Key Objectives
Collaborate on Strategic Vision: Partner with the Marketing Team and CEO to define and align WorldClass' goals for creating an effective online presence.
Craft Intuitive Site Structure: Develop a clear and user-friendly information architecture to ensure smooth navigation and an exceptional experience for visitors.
Enhance Visual Appeal: Refine the website’s design to reflect the high-end nature of WorldClass and resonate with the tastes of our target audience.
Establish Trust & Authority: Showcase WorldClass’ commitment to quality control and incorporate social proof to demonstrate industry credibility.
Leverage Data for Continuous Improvement: Utilize analytics and user feedback to refine and enhance design elements, optimizing the user experience over time.
Research & Discovery
Understanding the User
Through in-depth team discussions, I gained valuable insights into the primary challenges our target users -restaurant owners and head chefs - face when engaging with our website. These professionals are incredibly busy and often reluctant to change successful menu offerings, as they fear altering a winning formula might alienate their loyal customers. I quickly realized that this resistance to change could be a barrier to getting them to engage with our services, especially when it came to submitting inquiries through our contact form, which was our key conversion goal. I positioned WorldClass not as a disruptive force, but as an opportunity to enhance their existing offerings in a way that would benefit both their business and their customers.
Competitive Analysis
I studied Sysco’s website, recognizing it as the industry standard for food marketing and distribution to restaurants. Their site effectively communicates how their products drive business success, using images of farmers and chefs to create a grounded, successful vibe. It also highlights sustainability and community involvement, showcasing the financial and environmental benefits of partnering with them. While Sysco’s strong reputation makes direct competition difficult, I concluded that we should differentiate by emphasizing our brand’s unique message, specialty foods, and a refined website to attract and win over our target audience.
Website Development
Working with Webflow
Developing the WorldClass website in Webflow was an ideal choice due to its speed, customizability, and ease of use. Webflow allowed me to create a fully customized, responsive site that was both visually appealing and user-friendly, specifically targeting our audience of restaurant owners and chefs. The platform's flexible design tools enabled me to build a clean, inviting site while ensuring seamless functionality across devices. Additionally, Webflow's CMS made it easy to manage and update content, ensuring the site remained fresh and relevant. Ultimately, Webflow provided the perfect balance of creative freedom and technical efficiency for the project.
Testing & Optimization
Revamping the About Page
Using Hotjar's heatmap tool, I identified that the About page was the second most-clicked item on the site’s navigation, which indicated a strong user interest in learning more about the company. However, this also revealed a significant issue: the page wasn’t providing clear enough messaging to communicate WorldClass’s value, especially considering the company's relative anonymity in the competitive food and beverage industry. Users were likely seeking more insight into who we were, what we stood for, and how we differentiated ourselves from competitors. One of the key additions was highlighting our sustainability efforts. As sustainability increasingly becomes a priority in the foodservice industry, I emphasized our commitment to responsible sourcing and eco-friendly practices. Additionally, I introduced an interactive global map that showcased WorldClass’s ability to supply authentic cultural delicacies from around the world. This not only added a dynamic, visually appealing element to the page but also helped to reinforce our unique global presence and our ability to source specialized ingredients.
