StarKist came to Gatesman with the realization that they were soon to be losing the majority of their traffic to mobile devices… but their website, was not mobile friendly. They wanted a retrofit. To use what they had and make it conform for smaller screens.
From experience, I know that this process can take just as much time as rebuilding the site from scratch and we advised the client to consider a total overhaul.
Working with creative director, Jeff Barton, we did some research into popular modern CPG sites and came up with a few responsive designs to get them excited. As the lead designer on the team, I started with a competitive and comparative analysis with leaders in the CPG arena that included brands like Bumble Bee Tuna, Chicken of the Sea, Hidden Valley, Smuckers, and Uncle Ben.
We wanted to make sure that the content was organized in a way that the user was familiar with when purchasing tuna. We did some card sorts and focus groups with our users to answer the questions: Do they shop by flavor? Packaging? Size? Price? We gain insight into tuna consumption.
In the end, we needed a solution that would make sense for both how the user shopped as well as a structure that would allow growth as StarKist added new products and potentially different seafoods came onboard.
I created the IA for the new site and user flows for the community area that included touch points with email and social.