UX & UI Overhauls
A key aspect of my role at Performance Food Group involves integrating newly acquired companies into our digital ecosystem. This often includes redesigning their websites to align with our brand standards, while ensuring the design and user experience reflect the unique needs of their customers. These projects are not just about creating a visually appealing site—they’re about building a seamless, engaging digital presence that drives growth and strengthens relationships with their audience.
Black River Produce
This is an example of a successful redesign I led, creating a clean, approachable design and a customer-focused experience that strongly aligned with the needs of local farm suppliers. The redesign delivered immediate results, driving a notable increase in new accounts and surpassing key performance targets.
My responsibilities included:
- Leading UX strategy workshops
- Conducting thorough user research
- Analyzing Google Analytics
- Information Architecture
- Constructing wireframes and prototypes
- Collaborating closely with cross-functional teams to deliver seamless, optimized web experiences that enhance both functionality and user satisfaction.
Design Highlights
Black River Produce serves as a vital link between regional producers and foodservice and retail customers. Our design strategy focused on preserving the natural, salt-of-the-Earth aesthetic and tone, while prominently featuring the diverse array of local partners collaborating with Black River Produce.
Setting the tone
Our approach not only highlights the fresh, high-quality products Black River offers, but also pays homage to the hardworking farmers and artisans who are the backbone of the community.
Fostering Connection
Through thoughtful design elements and storytelling, we celebrate their dedication and craftsmanship, fostering a deeper connection between customers and the origins of their food.
Living in the Brand
Ultimately, our goal was to convey a sense of tranquility and authenticity, making every interaction with Black River Produce a reminder of the natural beauty and integrity that defines the brand.
““We got about 30 legitimate new account leads in the first month that the site was up. Thought you’d like to see your hard work paying off for BRP! I miss working with you!””
—Lynn G.
Marketing Manager, Black River Produce
Keli Keener
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