VegKit Website Design
VegKit Australia
Serving up fresh plant-based recipes with a side of award-winning user experience.
Background
VegKit is a subsidiary brand of Animals Australia focused on educating and encouraging people to adopt a plant-based lifestyle and diet.
I worked with VegKit to rebuild their online recipe platform with the goal of creating a more streamlined experience for people browsing for plant based goodness online.
Challenge
VegKit’s old site was dated and had accumulated a large amount of content over a number of years.
I worked with VegKit to uncover their most valuable content. Together with a content strategist, we developed a new site map and design to reflect their new direction.
Approach
Taking a human-centred approach, the site features and functionality were driven by our understanding of user needs and goals.
In order to validate the changes made to the information architecture (IA), we undertook some preliminary using tree testing which was compared to results of a second round of testing post-refinement of the IA.
Style tiles were then developed to determine a new design direction, which was validated with usability testing.
A big focus for this project was to make sure that users were able to browse recipes in a way that suited them. We tested a range of categories, tags and filters and designed a seamless flow so that users could quickly access what they wanted.
Outcome