COWS is a Canadian company from Prince Edward Island renowned for their premium dairy products and unique branding. I re-designed their website, focusing on visual design and design direction. The new site highlights COWS' branding strengths and provides a more engaging user experience, reflecting the company’s quirky and fun identity.
UI / UX DESIGN VISUAL DIRECTION BRAND STRATEGY E-COMMERCE WEB DEVELOPMENT
2024
The COWS brand couldn't properly shine on their old website, which struggled with an outdated e-commerce engine and a disorganized structure. The site failed to reflect the unique and quirky identity of COWS, making it difficult for customers to connect with the brand.
To address these issues, I worked on improving their brand strategy and completely reworked the sitemap to enhance the shopping experience. The entire website was migrated to Shopify for better performance and ease of use.
The project began with a discovery phase, followed by a UX strategy phase where we focused on sitemapping, and finally culminated in the design and development of the new site. The result is a cohesive and engaging online presence that truly reflects the COWS brand and offers an improved user experience.
The old COWS website forced users to shop on a separate subdomain, disrupting the experience. Now, everything is centralized on cows.ca for a seamless experience.
We've added a mega navigation menu with imagery, simplifying shopping and enhancing engagement. COWS customers can now explore products easily and enjoy a cohesive experience.
Here’s a snapshot of the revamped navigation:
The new COWS website offers an enhanced shopping experience. Searching for desired products is now hassle-free, thanks to a smart new search engine that provides instant results and suggestions, outperforming competitors.
Additionally, the site features quick view previews, advanced filtering and sorting options, and product upselling blocks, making shopping more efficient and enjoyable for customers.
Originally, users couldn't identify the flavours available at physical COWS shop locations across Canada. We fixed this problem by introducing the "Ice Cream" page, where customers can browse through every single flavour, see what it looks like in-store, and check if it is gluten-friendly before visiting.
Here’s a snapshot of the new "Ice Cream" page:
The old COWS website struggled to tell the brand's story effectively. We addressed this by redesigning the "About" page, bringing the COWS story to life with vintage photography, updated brand elements, and interactive videos.
The COWS team was thrilled with the new site launch, which significantly boosted their sales and improved overall performance. Visitors have expressed their enthusiasm for using the new site, and recent stats show increased engagement and satisfaction. The usability and shopping experience have improved drastically, making it easier and more enjoyable for customers to interact with the brand.
A few words from the COWS team about their experience:
"We felt throughout the project that our needs for the project were always considered."
_________________
Agency: pb+j
Role: UX/UI Designer
