FIORE PIZZA
FIORE PIZZA
FIORE PIZZA
Blendtec
Overview
Blendtec is a company that sells professional and home blenders. They were selling lots of blenders through trade shows or selling their blenders at Costco, but there was a real area of improvement when it came to selling blenders online.
Understanding the problem
To begin, our team began to look at what was successful with the shopping experience at Costco. It was a much more personal experience in the store as a sales rep would demonstrate what the blender looked like in action. I needed to translate that experience into their website in order to be successful.
This was the design of their previous website
The Challenge:
Design a better online shopping experience that is more delightful and easier to maneuver. The goal would be to boost online sales. We would do this through redesigning the shopping experience and also working with the marketing team to create better landing pages and emails that led to their updated website.
Telling a better story
Another problem was the content on the website wasn’t engaging. There was lots of copy, but it wasn’t broken up in a way to guide users down the page. We decided to add more visuals to break up the text. Plus seeing more product shots and lifestyle shots would tell a stronger story and align with our goals to create an experience similar to buying a blender at the store. Here's what we came up with:
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Commercial Products
Beyond selling blenders directly to customers, Blendtec also sells Commercial blenders that are made to produce a larger quantity of drinks. These blenders are seen in your smoothie shops, cafes and other food and drink shops. We also took a look at what was existing to see how it could be improved. Here's was the old site:
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Much like their previous design, the large chunks of text were not very engaging with users. People weren’t discovering all the great features because the design wasn’t creating an experience that was very appealing to read.
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It also wasn’t showing off one of the main benefits of Commercial Blenders, the ability to have them installed into your countertop. This was a huge business goal that needed to be solved. I also wanted to create a more visual way to show off the different categories of blenders and accessories you could buy. Here is the updated design:
Conclusion
Design decisions we made
These concepts created a more emotional design by using lifestyle imagery and copy to tell a story. We also used other design principles to create a better experience. Here are some of the changes I made to improve the design:
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1- Broke up the content with images to make the text easier to engage with.
2- Used a stronger text hierarchy to give importance and structure to the content.
3- Used lots more white space to let the content breath and not feel so heavy and dense.
4-Used a stronger typeface on the heading to increase readability and guide users down the page.
5-The dark grey body text on a light grey background didn’t offer much contrast. We changed the font color to black and changed the background color to white to increase contrast and readability.