With our recent Zupan’s Market rebrand, our mission for the new website was to not only upgrade the look and feel, but improve the user experience, make content handling and publishing easier for the Zupan’s team, and optimize user paths for online ordering.
As is often the case, wayfinding and naming choices quickly became the most important aspect of optimizing Zupan’s site. As an organization with many offerings and various checkout processes, users needed conventions and signals to help them easily find what they are looking for. Once we had established naming conventions for service names, button names, and microcopy, the navigational pathways became much clearer. Then it was just a matter of balancing custom eCommerce systems for catering, holidays, and gifts – along with third-party integrations for grocery ordering.