Change Focus and Make it Easy
Roles played: Product Development, Lead UX Designer, Visual Designer
Tools used: User Surveys, Personas, Competitive Analysis, Google Analytics, Agile, UX Pin, Photoshop
Vegetarian Times needed to rethink their content focus, information architecture, look and feel, user experience and functionality. We worked to bring their expansive collection of recipes to the forefront, creating a simple method for users to interact through sharing and saving recipes. The categorization of recipes and orginal content (articles) were better aligned through the use of consistent vocabularies and tagging, which allowed for an automated method of cross-promoting different content types.
This simple, flat, modern, earthy design was used to represent the natural aspect of the industry, create a comfort level for users, and keep the focus on recipe imagery.
More details on my thought and UX process.
The Before: A busy and dated site, Vegetarian Times didn't have the content focus and ease of use that could help bolster traffic, ad clicks, and provide increased value. While their publication content needed visibility, it was their extensive recipe database that drew users to their site. A shift to a recipe-first strategy and improved user experience were at the forefront of this redesign.
Working with staff and performing user interviews, I built personas that allowed me to get an overarching view of the Vegetarian Times userbase. This helped in building an information architecture and features that catered most to their needs and would encourage ongoing visits.
Once research was collected and analyzed, I was able to provide a site structure that not only organized content in a logical and user-friendly way, but also allowed for better cross promotion between different content. By implementing a strong taxonomy, different forms of content shared high level vocabulary terms that opened up the abilty to group content around user interest and not just by type.
Through multiple iterations of wireframes, a logical and user-friendly layout was created that matched the goals of both the publication and the users.
The After: The final result is a simplified and cleaner interface with an information architecture that presents the content that users want most. It also makes it easier to relate magazine articles and other content types to the traffic-driving recipes, giving them the visibility they need and making the site "stickier".