Foodz Exchange is an Israeli leading company in the representation and import of food products for local big supermarkets and retail chains, and in their adaptation to Israeli consumer culture, regulations and standards. The company connects the local buyer and food chains with suppliers around the world without intermediaries.
Project: Website redesign
My Role: UX/UI, Research, Prototype, Usability Test and Project Management
Team: Adam Tal (Project Management)
Duration: Ongoing
THE CHALLENGE
Redesign the website focusing on local potential customers (keeping the brand visual language), based on Foodz Exchange’s business plan, operation and marketing strategy.
STRATEGY
We started by analyzing the (old) website and its data, conducted a usability test and interviewed existing and potential customers.
Problems of the Current Website:
Targeting the Wrong User
The website has pages, sections and elements that target sellers, and this information confuses potential customers, creating a very high bounce rate. The website was designed with the intention of increasing customers.
Content Design
The ‘Information for Service Providers’ page is placed in the ‘Our Services’ menu in the navigation bar and is intended for outsourcing companies that may offer their services to Foodz Exchange. Because of its content, this page generates confusion to potential customers, also creating distrust.
Design Inconsistencies
Some of the information given to potential customers that is repeated on different pages of the website are designed differently, causing confusion and lack of understanding among users.
Poor Content
Potential customers don't understand how the process works and what Foodz Exchange can do for them. (This is part of the company's core business.)
Lack of trust
The website doesn’t convey to potential customers that the company has a long history and experience in the industry, and raises doubts about its ability to operate.
Solutions
Design for the Right User
Remove any information from the website that is not relevant to potential customers.
Design: Consistency, Layouts and Content
Create a consistent design layout, keeping the brand’s visual language. Visually present each step in the process and add additional information in a clear and simple way.
Testimonials (trust)
Add testimonials from CEOs and COOs of some existing clients, but this idea was rejected because of “conflict of interest”.
An Experienced Company (trust)
Show relevant data and information that Foodz Exchange has achieved over the years, such as its clients (Shufersal, Be, etc.), products, brands, and companies from abroad that they work with, and communicate how Foodz Exchange has grown and gained experience through time.
Homepage
The following sections present the benefits of the service, show how Foodz Exchange helps potential customers through its process, and present information that builds trust in potential customers towards the company.
Our Services Page
The page presents the benefits of the service and shows how Foodz Exchange helps potential customers through its process.
Some of its content is also presented on the homepage, and the decision of creating a page for it is based on the takeaways of the usability test of the redesign:
1) A very high number (54%) of users (potential customers) didn't scan/scroll down the ‘homepage’, instead they navigated through the pages, first clicking on 'Our Services' and also spent more time on this page.
When we asked "why did you navigate through the pages? and why did you first click on 'Our Services'?", their answers were:
-
"Don't have time to look at the whole website, I'm looking for what the company has to offer me."
-
"I saw 'Our Services' at the top (Nav Bar) so I went in because I thought I would find all the information I was looking for."
2) But there are also a very high number (46%) of users that did spend more time on the homepage.
About Us Page
The page presents the company, including the management directors.
The timeline is presented in order to show the company's long history and experience in the industry.
Conclusions and Next Steps
After the usability test showed us that users were positive about the design, we moved on to the coding phase of the website so we could test it, get as many insights as possible, and learn from them to continue optimizing and improving it.
Thanks for reading!
More Projects
Furwell
Building the MVP
The GT-R Ride
CX Campaign
Crafty Beers
E-commerce Website
Frame Me
A Streaming Network App
Wolt for Blinds
Improving Accessibility
The 47% Stories
A Crowdfunding Platform