Strengthen its digital presence and engage users more effectively, refreshing its online user experience.
Role
Industry
Duration
The Challenge
The primary challenges were:
Complex and Disorganized Information Architecture: The website had over 2,000 pages of rich content, making it difficult for users to navigate and find relevant information.
Outdated Visual Design: The site lacked a modern, cohesive visual identity that matched the vibrancy of the Avocados From Mexico brand.
Inconsistent User Experience: Disjointed design elements and inconsistent navigation patterns led to user frustration and decreased engagement.
Need for Scalability: The brand required a modular content framework to efficiently create and manage future content.
The goals were to:
Redesign the website with a user-centric approach to enhance navigation and engagement.
Create a new sitemap and user journey for improved accessibility and content discovery.
Establish a cohesive design system that reflects the brand’s vibrant identity while maintaining consistency across digital touchpoints.
Process & Approach
To achieve these objectives, I employed a human-centered design approach that included the following phases:
1️⃣ Research & Analysis
To understand user pain points and opportunities, I conducted comprehensive research:User Interviews: Engaged with diverse user groups to gather qualitative insights on their expectations, frustrations, and needs.Website Audit: Conducted an in-depth audit of over 2,000 pages to evaluate content relevance, user flow, and navigational pain points.Competitive Analysis: Analyzed competitor websites to identify industry trends and best practices.Stakeholder Workshops: Collaborated with stakeholders to understand business goals, brand values, and strategic vision.My Reaction & ApproachRealizing the complexity of the site’s existing structure, I identified the need for a modular and scalable design solution. I advocated for the introduction of “Hub Pages”—centralized content destinations designed to organize and streamline access to information across core brand pillars.I also recognized an opportunity to humanize the digital experience by infusing the brand’s vibrant identity into every touchpoint, ensuring a fun and engaging experience for users.
2️⃣ Information Architecture & User Journey
Based on the research findings;
Created a new sitemap that organized content intuitively, reducing complexity and enhancing discoverability.
Designed a modular content framework to streamline future content creation and updates.
Introduced “Hub Pages” as centralized destinations for users to explore a variety of content experiences aligned with Avocados From Mexico’s core brand pillars.
Mapped out a new user journey that guided users seamlessly from discovery to engagement, ensuring an intuitive navigation flow.
Established guidelines for consistent brand messaging and identity across the web, capturing the brand’s vibrant and unmistakable personality.
3️⃣ Wireframing & Prototyping
To visualize and test design solutions;
Created low-fidelity wireframes to outline the new layout, content structure, and navigation flow.
Designed high-fidelity interactive prototypes using tools like Figma, allowing stakeholders to experience the new design firsthand.
Facilitated rapid iteration cycles, gathering user feedback and refining prototypes to enhance usability and engagement.
4️⃣ Visual Design & Design System
To ensure a cohesive and branded user experience;
Developed a modern visual design system reflecting Avocados From Mexico’s vibrant identity, including:
Digital color palette inspired by the freshness of avocados.
Playful typography that resonates with the brand’s lively personality.
Custom icons and buttons designed for consistency and improved usability.
600+ refreshed images and 100+ cards enhancing the visual storytelling.
Created a comprehensive style guide to maintain consistency across future updates and campaigns.
Outcomes & Impact
Avocados From Mexico’s site visitors are staying longer, exploring more, and engaging deeper with brand messaging. The redesigned website delivered a seamless, engaging, and user-centric experience, resulting in:
1,000+ New Pages Created, showcasing fresh content and engaging user experiences.
5,823,000 New Unique Visitors in the first 12 months, significantly expanding brand reach and visibility.
6X More Time Spent on Website, demonstrating increased engagement and user satisfaction.
Optimized the end-to-end digital user experience increasing the visitors time spent on the website by 62%.
Business Impact
Enhanced Brand Perception: The vibrant and cohesive digital experience resonated with users, strengthening brand loyalty.
Improved User Engagement: Modular content and hub pages promoted deeper exploration, driving more meaningful interactions.
Increased Conversion Rates: Optimized user journey and navigation led to higher conversion rates and brand advocacy.
Lessons Learned
Modular Design Empowers Scalability
Implementing a modular content framework allowed for efficient content updates and future scalability.
Reinforced the importance of flexible design systems that adapt to evolving user needs.
User-Centric Design Drives Engagement
Conducting extensive user research and usability testing provided critical insights, guiding design decisions.
Highlighted the power of empathy-driven design in creating meaningful digital experiences.
Cross-Functional Collaboration Enhances Innovation
Collaborating with developers, content strategists, and stakeholders ensured strategic alignment and seamless execution.
Improved my ability to balance user needs with business goals, leading to impactful design solutions.
Conclusion
This project not only revitalized Avocados From Mexico’s digital presence but also demonstrated the power of strategic UX/UI design in driving engagement and growth. My role as a Senior UX/UI Designer allowed me to leverage user-centered design, modular architecture, and strategic collaboration to deliver a high-impact digital experience.
This experience reinforced my commitment to innovative, user-centric solutions that enhance customer experiences and drive business value.
