Eat Brighter: Sometimes, C is for Content
- Elizabeth-hadley Rich
- May 1, 2016
- 2 min read
Project: Eat Brighter microsite
Problem: Loads of content + long approval process, how do we solve without delay?
Solution: Lean UX project, rapid prototyping using Balsamiq and InVision, focus on strategic solutions that fall within already approved parameters
Business planning at the Produce Marketing Association is always an exciting time, because it lets the hope of project priorities become a reality. So at the outset of Q1, we kicked off a redesign of the eat brighter!(tm) website.
The program, in partnership with the Partnership for a Healthier America and Sesame Street Workshop allows our members to use character images and logos on their product and in their stores to promote healthier eating habits in the younger set. C is for Cookie? Only sometimes, people.
This amazing effort, supported wholeheartedly by Michele Obama (check out her eat brighter Funny or Die video. It was up for an Emmy) and the entire produce industry means that members have to get a lot of information and applications completed in order to take part in the movement.
That's a lot of words. And forms.
Lots of good stuff, but not easy for prospects to find. So I led a cross-functional team to support a redesign of the site during 2016 business planning. It was approved.
Challenge accepted.
First the Discovery process: My team (which included digital content and marketing) sat with key stakeholders to go through the discovery process. After learning the key objectives and goals of the site as well as the primary audience in a fun "mad libs"-style session, we went to work on backend research with R&D.
Heatmap anyone?
After studying the current usage of the site, we went to rough prototyping, this time with the sticky notes and Sharpies. Jen in Marketing loves sticky notes! We came up with several iterations for each page and the content flow from each page to the next. Keeping in mind the goal of the site, we were able to get the site from several dozen pages and three kinds of forms to a few clean and easy pages to help our members make the decision to become eb! participants, or to accept eb! product in their store.
Gotta love the giant stickys...
After initial approval, I worked with my favorite program (inVision) to create a rendered digital prototype for user testing. We engaged with some internal staff and some users to test the site, using personas to find what a certain user would want. After the feedback came in, we are now ready to take the digital prototype to production, after senior management approval. Great job team!
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