Arctic® Apples is a GMO non-browning fruit company selling mostly to food services such as institutions and hospitality. BlackBean was awarded the website redesign contract through a competitive RFP and was tasked with redesigning and redeveloping the entire website in a very short timeframe. As the company was shifting its target audience from B2C to B2B, the goal of the new website was to speak to their new intended user and present the information in a very efficient and attractive way.
Arctic® Apples needed their content streamlined, reorganized, and arranged in an intuitive sitemap to retain the users on the website. Their old site wasn’t responsive and links kept taking the user away from it, making the website an ineffective marketing tool. Finally, all the tracking, SEO, and analytics needed to be maintained and transferred over to the new website.
Built on WordPress, the website first went through an extensive architecture organizational phase as well as an audit of its entire content to build the most logical and streamlined sitemap. A user journey (or user flow) was designed and tested from the viewpoint of each of Arctic® Apples’ user persona: institution, hospitality, and retail. The UI was designed to be reflective of the values that are central to the brand, such as trustworthiness, transparency, informational and fun!
A custom Foodservice calculator was built to inform that particular audience how much time and money they would save by switching to Arctic® Apples instead of traditional apples that brown after a few hours.
The entire design reflects the brand characteristics with a sense of whimsy that was central to the client’s wishes.
All of the content and images on the site were optimised to make the entire site extremely light and very fast to load, making it fully loaded in 2.6 sec compared to the average of a 6-seconds loads.
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