Redesign and develop the food brand's website, with the user at the centre of the experience
Redesigning a content rich website
The Horio website has been ever-growing, content wise, since its first launch on April 2013. One of the brands of Minerva, a top player in the FMCG industry, the website of Horio had taken over the digital world in a steadfast pace. Growing in content and needs, the website was seeking for more ways to handle content, along with smart solutions to show its dynamic digital character. In other words, a total reshape in areas of back/ front-end development, design and content reorganizing were more than necessary.
Develop a unique website for a brand that stands out in the food industry, which would attract attention because of three distinct reasons: the elegant, high-end aesthetic design created; the human-centric experience offered; and the innovative technology implemented.
Spec-ing the project with vigorous research
After a quite long period of constant research and study of numerous data, we created a stronger user-friendly website, that helped Horio reintroduce itself while offering an exceptional digital experience to the user. Here are the steps we followed:
We collected useful insights that led to interesting conclusions. Then, we used these conclusions in order to make a solid strategic content planning that layered the basis of technical characteristics of the site. And finally, after having finalized the user-centric planning, we started with the implementation phase: wireframes, prototyping, UI design, front and back-end development.
To continue, we created user groups, in order to have a better understanding of the route, behavior and actions the user takes on the site. This small kind-of experiment provided us with valuable information that fully optimized user’s experience.
Then it was the content-related issues we had to pay particular attention to – one of this project’s biggest challenges. We built new content types upon user’s needs; we collected data from the users’ behavior and preferences so as to empower analytics (that will be providing deeper data for future upgrades and stronger UX designs); we re-edited content in order to serve the highest SEO targets that have been set.
Last but not least, we focused on the quality of the digital experience the site would offer to the user: the striking UX/UI result offers a smooth experience to the user and highlights the user-first approach to the project. Horio new site is also fully responsive on mobile and tablet – this is our way to call people to take Horio with them in the kitchen, while cooking!
Design process with specific methodology and a unique look & feel
Starting from small elements, then escalating to bigger groups of elements, and finally resulting to whole pages, the design philosophy is based on the idea that the entire site should be flexible enough to be deconstructed and restructured as one would wish, by using the exact same elements. Moreover, special widgets were added, that can be used to every page according to each user’s needs.
Considering website’s look and feel, a palette of warm colours has been selected in order to draw user’s attention to the culinary experiences Horio offers; at the same time all call-to-action buttons have been coloured dark green in order to stand out amongst the other website elements. As for the typography, simple and neat typefaces were chosen, so as to be compatible with all browsers and give a clean-and-clear result – while smooth animations have been implemented in order to catch user’s eye without being in the centre of the attention.
Brand new features
Search functions at their finest: Users can find exactly what they are looking for, or be offered many suggestions in recipes and articles if they enter any word in the search box.
Nice and easy recipe filters: Users can choose any ingredient they feel like eating or using and results will inspire them. They can actually do this every day, since there are more than a year’s worth of recipes in Horio’s site at this moment.
Horio’s weekly menus: every week Horio makes a delicious selection of seven recipes that create… the menu of the week! This brand new asset in Horio’s website has been created to make users experience authentic flavours as proposed by Horio.
Create your own… Horio page: users can save their favorite recipes, print discount coupons, save the weekly recipe menu in their email, become a member in Horio’s site and learn what it feels like to be nurtured with fine tastes!