Purpose-led Corprate Website

Client: Upfield Market: Food Manufacturing, B2C

Product: Corporate Website

Website: upfield.com

Upfield is a global leader in plant-based nutrition with a great history and a portfolio of iconic household brands. Quality and customers are their focus. Upfield needed a new corporate website that would reflect their values, encompass the information for different types of users and ensuring a great user experience for each of them.

The Challenge

The goal was to design an information-heavy corporate site that provides an excellent user experience across all devices and appeal to a different audience. The new website needed to be easily scalable, ability to add multiple pages with various type of content without affecting the user experience. Another challenging aspect was time, as the project was quite delayed. I needed to have early feedback on my design decisions to progress quickly, so it required a close and dynamic collaboration with the stakeholders.

Solution

The design process started with a kick-off meeting where we discussed the brief, determined the goals, requirements and timelines. Based on the data provided by Upfield and invited for a tour around their production facilities, I had a good understanding of their target audiences. To identify their motivations and expected outcome, I focused on figuring out when and why they would use the Upfield website. Then I explored different contexts in which users would interact with the site. I then created the site map and Information Architecture and reviewed them with the stakeholders. I then worked on rough sketches where I defined the sections of each page and discussed them with the team. I also created different propositions of the top navigation bar, taking in consideration the content and the need for scalability.

Once I was happy with the rough concepts, I focused on low-fidelity wireframes, added more details and context to the pages and shared the work with the stakeholders. I iterated the screens according to the feedback and moved on to the high-fidelity designs. I had a lot of design flexibility, however I was required to incorpate Upfi’s global branding through-out.

The Result

www.upfield.com After Upfield's’ corporate website going live, they have been able to serve their audiences with relevant corporate, ethical and environmental news. It has also helped them to build new relationships with various media outlets, government organisations, charities and other globally recognised institutions.