Zespri
Website Revamp
INDUSTRY
Food & Beverage
CATEGORY
UX//UI Design
Zespri is the world’s leading marketer of kiwifruit, selling in over 50 countries. Zespri was formed as a co-operative of kiwifruit growers in New Zealand.
Brief
With being a popular brand globally comes the challenge of striking a balance between brand consistency as well as catering to location-specific audiences across regions.
Zespri faced a similar issue, of having 17 different live websites, with region-specific content and visuals.
While they were also going through a total
re-brand the challenge for my team essentially was to create a global website that would be launched across all regions with design templates that could also incorporate additional campaigns, visuals, and content based on local markets.
Approach
Dentsu delivered a full UX, UI, frontend, and backend revamp of Zespri Global Websites, spanning 30 markets. Focused on driving an immersive content discovery experience, that is both engaging and globally consistent, the new website was built on a headless architecture, with a React frontend framework, and GCP backend.
Key features include allowing users to ‘favorite’, download, and share content. Tracking this behavior, along with page flows and on-site search behavior enables constant optimization. Each market can test hypotheses around content structure, topic formats, and publishing frequency and make adjustments swiftly.
Background
Research
After conducting a thorough study on Zespri's business model and brand ecosystem, we listed down a few initial recommendations as fundaments for further research and direction to execute the project i.e.
Formalize the strategy, based on business objectives, marketing objectives, and the long term communication objectives
The digital marketing ecosystem of owned channels works best when there is a database of strong content to draw from. Content volumes across the business are small, but can easily be stepped up, as many content areas have broad appeal.
Local markets would benefit from content packages for key activities to give them a strong base to build from. These could include topics such as:
The farmer's story
Sourcing and traceability
Cooperative farming models
Recipes for savory, desserts and drinks
Opportunity
Mapping
There are significant opportunities to go much further in inspiring people to consider Kiwis, consume, and boost the equity of the Zespri brand. The website can be at the heart of the brand story for both consumers and trade.
01
Play to Zespri's strengths:
the stories of Zespri farmers
02
Health information: plug any gaps
03
Turn a website visit in to a consumer journey
04
Keeping content fresh with recipes and ways to eat a kiwi
Defining
Users
Everyday Balance
Married and empty nesters, they have an average income. Like DG, they prioritize their appearance but are particularly focused on maintaining their body shape.
They express deeper anxieties about different issues compared to the other two groups. Similar to VB and DG, they value healthy and high-quality food, but they are more likely to follow strict eating routines and less inclined to snack or try new foods.
Similar to VB, they have an interest in culture, but they are more drawn to museums and art galleries. Compared to the other two groups, they are more inclined to stay fit through Yoga and Pilates.
Background
Study
Website & Competitor Audit
We conducted a thorough website and competitor audit, and a content gap analysis to familiarise ourselves with the core markets as well as their competitors.
Studied the structure of the website’s across 6 markets to come up with an IA
Customer Journey's
Identified six customer journeys based on the three target audiences being fitness buffs, health-conscious and healthy agers. Studied possible human truths, touchpoints, and needs to map out efficient information architecture.
User Journey's
Concerning the six customer journeys, a user flow for each of them was mapped out to analyze the possible flow of the user and whether the IA cater's to the various needs in a convenient manner
Card Sorting
Conducted a card sorting exercise to test proposed IA and identify common content buckets to fill in content gaps.
Wireframes
Zespri Web
Revamp
