Creating a new online experience for Olam Group
Olam Group is a leading food and agri-business supplying food ingredients, feed and fibre to thousands of customers worldwide.
Olam felt that their website didn’t represent their brand, tell their story or showcase the Group’s breadth of services as effectively as it could. They wanted to reimagine the site to improve the Information Architecture, UI and overall user experience.
We began by defining key audience segments and outlining their motivations and goals for visiting Olam’s website. We then reviewed the current Information Architecture and content structure of key website sections against these goals. This helped us identify opportunities to present information more clearly and help visitors to navigate more intuitively, including the presentation of key conversion points at the right stage in the journey.
We stress-tested our revised Information Architecture by creating clickable wireframe prototypes to allow stakeholders to walk through key journeys before applying a revised, ‘cleaner’ look and feel.
Finally, to enable Olam to update the website consistently in future, we produced template guidelines for key pages to guide content creators and website administrators.
Olam’s development partner, Adobe, is in the process of developing page templates based on the design screens and interaction models delivered by Ethology.
Once deployed, Olam will offer visitors an improved website experience that follows best practice usability and UX principles, and showcases the global brand’s offering.
“From the outset, Ethology have been a pleasure to work with. We shared a skeleton brief which they translated into exactly what we needed.
They have the knowledge and creativity to deliver smart designs, and adapt well to changing requirements. We look forward to working with them again in the near future.”
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