@ Kin + Carta
UX design
Art direction
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Realigning Co-op Food's website to their new brand.
When the Co-op Group rebranded they came to us to re-craft their food website and bring it inline with their new brand.
Underpinned by robust strategic thinking that aligned with their new values, we developed a set of design principals to inform the art direction.
From there, we looked to define the art direction. Presenting multiple routes, each with their own look & feel. The chosen direction was then developed further, adding to it a content strategy and UX thinking to inform component design and page layout.
Working closely with the Co-op we then developed a CMS (Contentful) driven website that was easy to update with little effort, yet provided enough flexibility to keep each page feeling fresh and interesting.
Bringing out the fun.
Each page was designed to bring out the fun in food. Breaking away from grids where suitable, and designing with motion in mind.
Clear, uncluttered & concise.
One of the biggest challenges we faced was dealing with the shear amount of content. A well structured navigation and clear signposting throughout helped reduce the noise, allowing customers to get to where they want to go, easily and efficiently.
Putting product centre stage.
Although not an e-commerce platform, the website still had to display all their products and deals, often bouncing customers between product and product stories. Using mobile friendly filters and smart product grids, we made sure that the product was given the space to look its best wherever it sat, and the latest deals were served up to the right people at the right time.
Contextual convenience.
The Co-op is all about convenience. The website allowed customers to select their most frequented store to curate products and deals based on availability and time of day.
