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FLORIDA'S NATURAL

Wholesale site uplift

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BACKGROUND

The agency Merkeley + Partners had recently redesigned the website of Florida's Natural and hired me to help design concepts for a redesign of the B2B service website of Florida's Natural. With direction and collaboration from the Digital Design Director, we created a few concepts based on the needs and priorities of the client. 

OBJECTIVES

  • Improve navigation

  • Clearer hierarchy for easier navigation and information-finding

  • Add brightness and playfulness of the brand into the site

STARTING POINT

The current site is difficult to navigate, had tightly compressed sections, and out-dated in general, so this was an opportunity to rethink how a business would want to shop here.

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HOMEPAGE REDESIGN

Here we changed the focus to high-level brands to browse followed by content retailers may be interested it. This grid layout is way more simple and easy to navigate so that there was room for playfulness. The contact form is on the bottom of this page and every page (though not shown) since we understood having it in a column on the top is a distraction.

Homepage redesign

PRODUCT PAGE REDESIGN

The product pages often had a lot of information available, so it was important to simplify this page as much as possible to make it easy to find the information a user would be looking for. 

Product finder redesign

PRODUCT FINDER REDESIGN

This page is an important part of the browsing for users. Again, we relied on a simple grid, colorful graphics, and a clear hierarchy of components.

Product page redesign
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