We love that Organix is much more than a food manufacturer – it’s a brand that supports families with quality content and advice about food from pregnancy through to little ones growing into toddlers and beyond. Their No Junk Promise and commitment to creating healthy, tasty food for children makes the company stand out from the crowd.
We’re delighted to have been Organix’s strategic digital partner since early 2015. It’s a partnership that’s had many highlights, most notably our involvement in delivering the company’s new site – involving business analysis, UX and visual design work using our proven processes and building on our existing relationship. The result is an engaging and highly successful, mobile-first site that helps connect parents with Organix’s food, content and philosophy.
Launching a new site is just one (admittedly very big) piece of the puzzle when it comes to implementing a successful, overarching digital strategy. That’s why conducting a thorough business analysis to align digital activity with the broader business plan is so important. It helps to target spend, establish realistic timelines and costs, and ensures digital activity complements other marketing channels. As a strategic partner, it was our job to help Organix develop a digital roadmap on this basis – with members of the senior Redweb leadership team from both the creative and commercial areas of the agency providing incisive, expert input based on years of experience.
The analysis and findings from these early stages went on to directly inform designs and prototyping for the new site – feeding into a vision of supporting parents throughout the good food journey with quality content. Of course, how parents care for their kids throughout that journey is an innately personal thing, based on making the right decisions for the family. That’s why customisation and user curation would be core features of the site’s development. You can see this in action in the login facility, where parents can record their children’s dates of birth, ‘can’t haves’ and dietary choices to help determine how and where relevant content is surfaced.
The thorough discovery and definition process helped to set parameters that would lead to richer insights to validate our thinking in usability testing (UT). Alongside testing the journeys and layouts of the new site, the range of subconscious and emotional testing with parents also touched on colour schemes, iconography, photography moodboards and word association exercises. Working with three groups – expectant parents, first-timers getting to grips with feeding and weaning, and existing parents of two of more children – delivered a range of invaluable learnings. These included nuances of interactions on tablets or phones in different contexts, how they would complete different actions like mailing list signups, and even offline interactions including preferences for receiving post.
Usability testing included inviting parents to bring their kids with them into the ‘living room’ environment of our UX labs, creating a natural browsing situation complete with everyday distractions. Our UX Practitioner Sam shares a memorable usability testing moment: “A little boy was playing on an iPad next to his mum on the sofa. His mum was using her mobile to look up information and view the site whilst talking to me and answering my questions. She found something on the site which caught her attention and immediately shared this with her son. He looked over to her phone and they both ‘Ooo’d’ and ‘Ahhh’d’. It was a lovely, very genuine moment where mother and son interacted with genuine interest and enthusiasm over a site we were testing. They were engaged in a way I could not have manufactured at will.”
The insights we gained from UT were also integral to creating a synergy with offline activity, social channels and email. This included splitting out large ‘book’-style PDFs into individual pages with bite sized content that could be sent in a timely, personal and relevant manner via email – driving deeper engagement with a wealth of shareable advice, recipes, features and reports. Post-launch, it’s an approach that’s been shown to not only encourage return visits, but has also led to parents sharing tips and meal ideas via word or mouth, WhatsApp and social media.
In addition to the variety of supportive content, the site does of course provide information on Organix’s range of foods, and a means to buy them. This is where we uncovered another key finding from our business analysis and usability testing – that parents tend to feel more comfortable buying online from their usual preferred retailers, rather than direct from brands. This led to the less ‘pushy’ approach of providing ‘Buy now’ links for a wide variety of well-known retailers – reflecting the theme of customisation that courses through the site.
Based on Redweb’s design and insights we oversaw the build with European agency Burst that works with Organix’s parent brand to maintain the vision. Its online aesthetic has led to a Redweb-produced, wider-reaching visual style guide that’s been incorporated into social, email and printed marketing activity. The personal approach has proved a hit with users since the site’s launch, too. Post-go-live usability testing received unanimously positive feedback thanks to a mobile-first design and navigation that’s perfect for browsing in multi-tasking situations – an everyday occurrence for all parents!
"Our previous website design did not do justice to our mission to help and support parents with simple and helpful advice about what’s good to cook and eat at every stage. It was clunky, hard to navigate and some of our best content was gated or difficult to access. Redweb worked with us closely to help us see things from a parent’s point of view and ensure the site would become a trusted ally on their good food journey from bump to baby and beyond"
Post-launch analytics align with the positive feedback from UT to suggest the site’s making gains in its target areas. This includes an almost 80% spike in mobile sessions year-on-year, an increase in organic traffic of almost 50%, and a notable jump of almost 50% in form submissions in the month after go-live.
Users increased year-on-year
Session increase year-on-year
Increase in organic sessions up
Increase in mobile sessions year-on-year