Kalsec, a leading global producer of natural food and beverage ingredients, was looking to overhaul its website and turn it into an extension of its sales team, with an enhanced, more intuitive user experience and a streamlined user journey, as well as a look and feel that reinforced Kalsec as an innovator.
The outcome: I conducted an in-depth content audit and competitor analysis, in addition to interviewing stakeholders from marketing, sales, and operations teams to identify all content needs for the new website. Using these findings, I built a sitemap and wireframes that showcased Kalsec’s wide product range and deep expertise, collaborating with in-house writers to craft compelling narratives. The new website gave users the ability to discover Kalsec’s rich resource library, browse by product or specific food/beverage application, easily take action, and ultimately, gain more from the site in fewer clicks, connecting with the brand faster.
PedestalSource, a pedestal and display retailer, sought a redesigned Custom Capabilities landing page after noticing a drop in custom pedestal orders compared to standard pedestal orders. The existing page featured an overwhelming user experience, with oversized images, lengthy text blocks, and no actions for users to take.
The outcome: To make this page more effective, I implemented multiple CTAs for quote and sample requests, added a How It Works section to clearly outline the process, streamlined how use cases, materials, and product types were presented using a tabbed content module, and included social proof from past customers to underscore the quality of PedestalSource’s custom work. This significantly reduced page length while ensuring the most important information remained, well, on display (I had to).
Within 22 days of the redesigned page going live, user sessions increased by 151%, form submissions by 60%, transactions by 183%, and revenue by 2,614%.