Juice in the City was a daily deals platform, similar to Groupon, specifically designed for stay-at-home moms. It provided a convenient way for them to discover local business deals while supporting their communities. I proposed a complete website redesign and brand refresh aimed at enhancing the user experience for our target audience. The objective was to create a more visually engaging platform that resonated with our core users—moms who were not only active bloggers and brand advocates but also had a vested interest in the company. By aligning the website, branding, and marketing materials with their vibrant personalities, we aimed to empower them to better curate and share deals from local businesses.
As part of bringing personality to the brand I took the existing logo and gave it more visual impact. My goal was to create a design that feels fun and could easily function as a "sticker" to be applied to anything like a coffee cup in order to help strengthen our presence within local businesses.
The old website lacked accessibility, personality, and clarity making it difficult for users to quickly find key information about our deals. Much of the content looked more like ads instead of relevant part of the deal experience.
Recognizing the need for a fresh approach, I set out to redesign the site with a focus on creating an engaging, user-friendly experience that would encourage moms to visit daily for the latest deal.
My goal was to make the content easily scannable, ensuring that important details like pricing and savings were immediately clear. I highlighted key elements, such as the purchase button and cost savings, to make them stand out. Additionally, I infused the design with the vibrant personality and energy of a blog run by our MomForce, bringing color and life to the page while maintaining a welcoming and dynamic feel.
I also streamlined the design of our purchase flow to make it more intuitive and user-friendly, allowing customers to quickly and easily complete their transactions. By simplifying the steps and minimizing distractions, I ensured a smoother, more efficient experience for users, ultimately making it easier for them to take advantage of our deals.
As part of the brand refresh, I developed a comprehensive brand style guide to ensure consistency across all designs and marketing materials. This guide serves as a valuable resource for designers, developers, and marketers, providing clear direction on the correct use of the brand's visual elements and voice.
We wanted to bring the same personality and energy into our marketing materials that our MomForce could use to engage with local businesses and their personal blogs, helping to raise awareness and strengthen our brand presence.
Getting buy-in for a new redesign can be challenging, especially when it involves multiple stakeholders. I learned that taking the initiative and proactively pitching new design concepts can make a significant difference. To demonstrate the potential impact, I created mockups for a redesigned website, refreshed branding, and sample marketing materials. I then presented these concepts directly to the founder and key stakeholders. The response was overwhelmingly positive and they embraced the new design. This experience reinforced the value of clearly showcasing how a redesign can improve the overall customer experience and drive meaningful impact—an approach that ultimately helped me gain the necessary buy-in.
