PROJECT BACKGROUND
Lipman hired Edelman to redesign and rebuild their website to become user-friendly and innovative to complement Lipman’s strong connections with customers and communicate that Lipman offers a service, not just produce.
MY ROLE: UX / UI / INTERACTION DESIGN LEAD
User interviews, user research, competitive / best in class audit, information architecture, wireframes, visual design, content strategy photography sourcing, client presentation & deck creation
Project Summary
The Lipman family farms website redesign was my first full, independent website redesign at Edelman. Therefore, I was able to take part in every portion of the project, from user interviews, competitive research, information architecture, content strategy, to visual and interaction design. With the project kicking off at the same time as COVID-19 swept the world, it meant this entire project would shift to be completely virtual.
For more reasons than one, this work was a significant undertaking and an incredible learning experience. From the beginning to the end of the project, the clients were encouraged and confident that Lipman was in good hands and that we would take their company goals and pair them with user needs to inform solutions on the web, while launching their new brand.
Challenge
How can Lipman reintroduce the brand to customers and elevate the company’s role as a large-scale, dynamic, family-oriented produce company? Lipman has evolved and grown over time but hasn’t yet told the full story of the services across North America, therefore customers are only getting a glimpse of everything Lipman has to offer.
BUSINESS REQUIREMENTS
1.) Launch the brand refresh to external audiences before the PMA Fresh Summit 2020 2.) Position Lipman as a trusted, long-term partner and leader reflective of the vibrant relationships within Lipman and across the customer base. 3.) Equip customers with proper information to prove scale of offerings from the farm to the store. 4.) Attract potential employees and understand what they’re looking for in employee experience.
Solution
Edelman redesigned and built Lipman Family Farms new website to better serve their customers by; successfully shifting from B2C to B2B, highlighting the full range of Lipman’s brands and services as well as launching the new brand style.
• Communicated that Lipman is a great place to work, family oriented and cares about its community and employees by showcasing their community initiatives, family history and strong client relationships.
• Enabled buyers and other potential customers to stay up to date with product, service, farming and community information and locations.
• Created a direct and reliable way for clients and prospects to connect with Lipman sales contacts, by region.
• Reinforced that Lipman is different from its competitors because it is Good From The Ground Up, with a strong and trusted history of providing clients with quality produce and premium service since the 1930’s.
Results
The campaign successfully launched before the produce conference, sparking enthusiasm and excitement from clients and internal employees about the new brand and website functionality. The new site includes extensive product information & imagery, interactive custom map which highlights all Lipman locations, services and relevant sales contact information.
REFLECTIONS / LEARNINGS
Looking back as a learning experience, I believe it was ambitious to tackle this project solo, as it was big project with an expedited timeline. I believe that more frequent check-ins with a senior designer would have helped greatly in taking the design further.
The design was skewed on pages without design comps as it was implemented into development. With this, I would have encouraged more frequent dev & content entry communication and collaboration to make sure the web pages would be implemented as intended.
