Allied Food

A website redesign for a food distribution business, focusing on clear product presentation, intuitive navigation, and a consistent visual identity to help businesses explore its food offerings.

DURATION

Apr 2024 - Present

Impact Comparing with the Previous Design

160%

INCREASE IN ACTIVE USERS VISIT

Reflecting stronger user acquisition and improved discoverability following the redesign.

1m 17s

AVERAGE TIME ENGAGING PER USER

Customers provided positive feedback for new product catalogue, with a significant increase in desktop user engagement.

6.25%

INCREASE IN EVENT COUNT PER USER

Demonstrating improved usability and a more intuitive user journey.

Main Goals

01

FRESH LOOK

Make use of bright and saturated colours to give the website a cheerful and vivid vibe for a visually appealing design.

02

PRODUCT E-CATALOGUE

E-catalogue can provide detailed and up-to-date presentations to users, especially beneficial for explaining usage of products. This could enhance visibility, and SEO-rich descriptions help brands acquire free promotion on marketplaces.

03

CUSTOMER ENGAGEMENT

Simplify user flow and improve their experience with fulfilling both stakeholder’s requirement and customer needs to attract and retain long-lasting connections.

04

ENHANCE CREDIBILITY

Focus on demonstrating reliability and professionalism to build trust with users by conducting competitive and comparative research.

Problem

Stand for GREAT POINTS

Stand for LACKING POINTS

SEARCHING PRODUCT DIFFICULTIES

No search button or field, causing users have to go through multiple clicks and pages to find the specific product.

HOMEPAGE HERO AREA

A hero session with only image will affect the chance to establish trust and conversion rate.

COPYWRITING

Well-crafted, clear, and compelling copywriting provides credibility and professionalism. Strategic keyword placement is important to boost Search Engine Optimisation (SEO).

ILLUSTRATION

Visually harmonious illustrations make navigation intuitive and pleasant.

Existing User Research

A LOCAL BAKERY CHAIN OWNER

- Tend to look for suppliers that able to provide a lower price
- Bulk order with a big amount and need to be sent to different branches
- Delivery must be on time

A JAPANESE RAMEN CHEF

- Looking for quality products that directly imported from Japan
- Products need to be handled nicely to avoid faulty or damage
- Non-native English speaker, able to communicate in Japanese is a PLUS

A KOREAN BBQ RESTAURANT OWNER

- Looking for quality products that directly imported from Korea.

- Some ordered goods need to be handled in a cold temperature.
- Non-native English speaker, able to communicate in Korean is a PLUS
- Prefer to order from different suppliers instead of sticking to one.

Design Process

SITEMAP

Before designing, I created a sitemap and discussed with stakeholders to ensure that we could provide a better user experience for their potential and existing customers.

DESIGN SYSTEM

As mentioned, we’re using bright colour palette and customised icons for an interesting and vivid visual

Result

PREVIOUS DESIGN

NEW DESIGN

Product List Handling & Arrangement with CARD SORTING

Click to expand Menu Bar

COLLECT INFO & IMAGES FOR MORE THAN 150 PRODUCTS

Edit product images in the same ratio
CARD SORTING all the products into categories
Collect info for label, description, and UOM in different languages
Constantly update for new items

New Features

STICKY CONTACT BUTTON

Click ‘Support’ button to contact the sales team by Whatsapp directly

Different categories and languages support are listed, so users can decide who to contact right away

LANGUAGE OPTION

4 types of languages are available for all kind of native speakers

SEARCH BAR

Click Search Bar for Search Recommendation

Website able to predict and show related product according to what users typed