Client & Project Overview
Through a website redesign, Hain Celestial - a global, leading “healthy for you” company - was looking to achieve a lot. Not only did they want to show their large portfolio of brands, but they wanted to do so in a way that showcased their inclusive culture and introduced their mission to democratize health. They also wanted to make sure users (specifically, investors) could quickly understand the organizations strategic growth plan.
HOW IT GOT DONE
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HOW IT GOT DONE *
Step 1: Research
The first step of my process was to dive deep into Hain - who they are, who their competitors are, who their users are. However, there were budget limitations, and we needed to get this work done quickly and efficiently.
Ultimately, I decided to conduct stakeholder interviews in groups, rather than individually. The stakeholder interview report was also able to be simplified to show key themes and my recommendations.
I also opt’d to leverage interactive workshops with the client to quickly gain team consensus on items and facilitate conversation across their entire team.
Step 2: Strategize
After discovery, my team and I developed a summary of all our discovery findings. By reviewing and presenting all of our research to the Hain team, we were able to make recommendations early and get ahead of any potential roadblocks.
The discovery findings also allowed us to clearly showcase the direction we want to see the site go in, through the development of a core strategy statement, primary KPIs, as well as user personas. This ensured all teams were fundamentally aligned early, so that all work could be built on the same foundation.
Step 3: Design
Once our discovery findings were approved, I was able to move into the design phase - where I begin to structure the new site with a new information architecture, new templates, and new content models.
As I worked through the IA, my goal was to create an experience that worked for all users, whether they be consumers, employees, or investors. Fortunately, our research showed these users all prioritized unique things - consumers primarily cared about brand information, employees cared about careers and impact efforts, investors cared about mission and financial content. This allowed me to develop a clear IA with end users in mind where content was grouped in a natural and anticipatory way.
Through my IA, I also wanted to begin to plant the seeds for template requirements. This allowed the client to voice any concerns early on and get me closer to the mark with the first draft.
Results
The new Hain.com launched with huge excitement from everyone at Hain Celestial. It also went on to win several awards, including
2023 w3 Award: Gold Winner for General Websites - Corporate Communications
2023 w3 Award: Silver Winner for General Websites - Food & Beverage
2023 Silver Addy in Consumer Websites