Redesigning the customer experience, enabling mobile engagement, and improving information architecture.
SweetAmbs.com is a media company in the cooking and home space. SweetAmbs built a large social media following and many of their fans end up on their website. We thought we could help SweetAmbs create more value for their visitors and improve their digital experience.
The existing site was built on the standard WordPress 2011 theme. With no responsive or mobile device, and significant traffic, SweetAmbs needed a new look and experience. We started by looking at the information architecture of the site, performing a content audit, and looking at the navigation hierarchy.
The new homepage design allows customers to quickly find what they need by grouping items based on the taxonomy we developed for the website. We also implemented a muted color palette that reflects the nature of the brand and elicits emotion from the primarily female audience. The new site is also mobile responsive and adds the ability to allow customers to log in to view gated content, member courses, and more.
We created a user account and membership area to enable fans to gain access to member-only content, offer classes, and personalize the site. User accounts also allowed our analytics team to set up cross-device tracking via a unique user ID.
The Mobile Experience
More than half of consumer web traffic now comes from a mobile device. We focused on building a simple mobile experience that would enable visitors to find and view the content they love. Since video is a big part of SweetAmbs.com we created enabled responsive video embeds throughout the site along with an easy to navigate newsfeed.