With nearly 300,000 products in dozens of unique categories in four different regions, NFM.com consistently faces the challenge of telling a clear and concise story without overwhelming the user.
While preparing for a platform migration to Salesforce, the eCommerce department wanted to adopt more modern, reusable approach to content creation and visual merchandising.
Along with a visual update, the code was overhauled to increase site speed and support ADA accommodations and SEO Best Practices.
Previous to the update, a graphic designer built each homepage experience independently void of any data. The approach for redesign was to apply a more holistic approach.
Redesign Goals:
The design focus transitioned from promotional messaging to merchandising built around customer mindset.
Research:
Design:
Development:
Team Onboarding:
Before
After
The Homepage Redesign project propelled the eCommerce team to restructure content creation and ownership.
By taking an antiquated process from a single graphic designer to ten highly specialized site merchandisers with a data first approach, all content created is now optimized.
Developing best practice documentation greatly reduced team and vendor onboarding times.
Changes also greatly increased site conversion.