General Mills Redesign
For this case study, my team redesigned the General Mills' product page utilizing Wurman's LATCH principles.
A Case Study
OVERVIEW
The General Mills' cereal product page is difficult to navigate due to lack of proper organization and hierarchy.
Problem
Our Solution
To solve this problem, we utilized the Wurman LATCH methodology to create an inclusive web page where users can easily find popular brands, sort brands by categories, find nearby stores, and learn about the history of General Mills.
Project Scope
RESEARCH
To begin our research we observed the General Mills cereal product page that was in use at the time:
Original General Mills' Product Page
Mind Map
After analyzing the original page we began to research more about General Mills. We wanted to learn about their style guide, mission statement, demographics, history etc.
Persona
From our research we created a proto-persona named Vanessa to help us empathize more with General Mills' customers.
Empathy Map (Without Pains/Gains)
Journey Map
After analyzing the original page we began to research more about General Mills. We wanted to learn about their style guide, mission statement, demographics, history etc.
Image 1.1 - An overview of how General Mills website looked when we began our project.
Image 1.2 - The mind map we developed after researching General Mills. This mind map helped us organize our understanding of their history, brand, and consumer-base.
Image 1.3 - Based on our research we developed a user persona, Vanessa, and mapped out information regarding her that would help guide us.
Image 1.4 - An empathy map developed for Vanessa, our user persona, that helped us understand what possible pains, gains, and goals customers like her could face.
Image 1.5 - We developed a user journey that illustrates a typical journey someone would go through while using the General Mills site. Understanding this helped us understand the possible challenges that we would have to address when making decisions on how we would structure the site.
DESIGN
We brainstormed possible LATCH solutions that would allow our redesign to enhance the user's experience. After multiple discussions we decided that we would include the following features according to the LATCH principles:
(Location) A locator map that would give users the ability to find the nearest store that sold their desired cereal brand
(Alphabet) Cereal sorted by alphabetical order in order to help users find products quickly
(Time) A timeline to showcase key moments in General Mills' history
(Category) An ability for users to sort by healthy brands and brands for kids
(Hierarchy) A display of the 7 most popular brands on the homepage
LATCH Solutions
Ideation
High Fidelity Screens
We cycled through several designs, mixing and matching our ideas in order to settle on a final design to move forward with.
Feedback
We presented our designs to a audience of peer designers and received the following feedback:
Add depth to “shelf” on the "All Brands" page
Remove cards behind cereal boxes on the "All Brands" page
Rethink the bowl design on the homepage and consider trying out how a vector bowl would look
Final Design
Image 2.1 - A compilation of the designs we cycled through while using LATCH principles to develop the site. This shows what we started with and how we ended up with the final design.
Image 2.2 - A presentation of each page on our now developed site.
Image 2.3 - A sneak peak into the interactive functions of our site. Click through the link to try it yourself!
CONCLUSION
By understanding and employing the LATCH principles, we were able to make an accessible, interactive, and consistent site that best displays General Mills' products to potential buyers.
Overview
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