a2 Milk USA Website
Changing tastes for a2 Milk globally.
The Project
a2 Milk needed a consistent and premium website experience for their growing US market to help build the character of the brand. The website needed to simply communicate the a2 Milk difference while helping to drive engagement, conversion and advocacy. The site needs to inspire people to feel that a2 Milk is the better milk choice while enabling the efficient management of features and content for their global team.
The Outcome
The all new website redesign presents a2 Milk as a progressive and aspirational brand. The refined and flexible modular layout makes access to content simple through a reworked navigation structure, more single minded messaging and prominent emotive imagery. The website build employs the most modern of development frameworks to deliver a fast and modern online experience while the modular CMS gives the a2 Milk staff elegant and well designed capability to easily manage the site into the future.
Responsibilities
Audience profiles
Workshop facilitation to define business objectives and success metrics together with site priority audiences to inform website features and guiding principles. Development of customer profiles that drew on research from multiple sources in addition to workshop findings and use of methodology to extract meaningful site features from a2 Milk stakeholders.
Site features & IA
Creation of a new simplified site architecture informed by existing site analytics and audience research requirements. Delivery of site hierarchy and page functionality through the formation of a comprehensive features list. Favouring written features over time consuming visual wire framing drove efficiencies and flexibility in design.
Interface Design
Overseeing the Digital Design team in the production of a modular interface design system that prioritised the use of modern visual imagery and premium design attributes. Regularly leading client involvement enabled simple translation of requirements into design and empowered the a2 Milk staff to easily manage site content in perpetuity.
Credits
Agency: WiTH Collective
Senior Digital Producer: James Fricker
Head of Digital Experience: Paul Kelly
Senior Digital Designer: Stephen Brabazon
Digital Designer: Emily Hjortflod
Head of Development: Emal Nasseri
Front End Developer: Marek Suchanski
November, 2019