NatureSweet
Website Redesign
A complete redesign of NatureSweet’s corporate website to enhance usability, brand storytelling, and product visibility through a user-centered digital experience.
Objective
A complete redesign of NatureSweet’s corporate website focused on elevating the digital experience for both consumers and business partners. The project aimed to modernize the visual identity, improve navigation, and highlight the brand’s commitment to sustainability and freshness. Through UX research, wireframing, and prototyping, the goal was to create a cohesive platform that not only reflects NatureSweet’s story and values but also streamlines access to products, recipes, and company initiatives across devices.
My Role
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UX/UI Design
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Scrum Master
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Research
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Prototyping
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Visual Design
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Interaction Design
Tools
Duration
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Figma
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Illustrator
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Photoshop
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Miro
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Jira
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Research – 6 weeks
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Wireframing – 2 weeks
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Prototyping – 3 weeks
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Graphic Design - 6 weeks
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Testing – 1 week
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Sprint Reviews – Weekly
The Challenge
The previous NatureSweet® website didn’t fully reflect the company’s mission or its commitment to healthy living.
While the brand had a strong purpose — transforming lives through agriculture — its digital experience felt fragmented, product-driven, and disconnected from the community it serves.
NatureSweet wanted more than a redesign; they wanted a digital ecosystem that could inspire, educate, and empower visitors.
The new platform needed to:
Showcase the freshness and variety of products through a more visual, intuitive layout.
Provide recipes that encourage people to cook with NatureSweet products in creative, healthy ways.
Introduce an Education Hub to share nutritional insights and promote awareness around the importance of eating fresh produce.
Launch a Meal Planner, helping users organize their meals and make healthier choices while incorporating NatureSweet ingredients.
The Solution
The NatureSweet Website Redesign introduces a refreshed, human-centered digital ecosystem that unites product discovery, education, and lifestyle inspiration.
The new platform is designed to:
Highlight the authentic stories behind every product and associate.
Offer a visual, intuitive catalog that helps users explore fresh produce effortlessly.
Inspire healthier habits through recipes, nutrition tips, and a dynamic Meal Planner.
Build awareness of sustainable practices via the Education Hub — an interactive space to learn how fresh food impacts wellbeing and the planet.
By merging storytelling with usability, the redesign transforms NatureSweet’s website into a living brand experience — one that feels genuine, helpful, and inspiring.
Key Features
A website that feels fresh, human, and purposeful.
The redesigned NatureSweet platform focuses on transparency, usability, and emotional connection between the brand and its audience.
Key highlights include:
🥗 Product Discovery — A clean interface that allows users to explore fresh produce, learn about origins, and access nutritional details easily.
🍅 Recipe Integration — Recipes are directly linked to each product, helping users find practical and inspiring ways to cook with NatureSweet ingredients.
📚 Education Hub — A dedicated section where visitors can learn about health, sustainability, and the positive impact of choosing fresh food.
📅 Meal Planner — A dynamic tool that allows users to create personalized weekly meal plans and shopping lists, promoting healthier habits.
🌱 Brand Storytelling — Visual narratives highlighting the people behind the products — from growers to partners — to humanize the brand.
Storyboard
The storyboard illustrates how different users
— from curious consumers to loyal brand
advocates — interact with the new
NatureSweet website.
The Process
Research
Qualitative Interviews
After the initial benchmarking and heuristic evaluation, we conducted qualitative interviews to understand how users perceived NatureSweet’s brand and digital presence.
The goal was to uncover motivations, frustrations, and emotional triggers related to food trust, healthy eating, and online engagement with fresh produce brands.
Recruiting participants from both consumer and business sides helped identify distinct user expectations and behavioral patterns.
Key Findings
- Users appreciate NatureSweet’s values but find them hard to experience digitally.
- People connect emotionally with real stories, not marketing copy.
- There’s a growing demand for interactive and practical content — like meal planning and nutrition tips.
- The brand has an opportunity to educate and inspire, not just sell.
“I’ve seen NatureSweet products in stores for years, but I never really knew who was behind them. The website should make that story easier to find.”
- Laura, 29, Health-conscious Consumer
“As a retailer, it’s hard to communicate freshness online. We need digital tools that show customers the quality they can see in-store.”
- Miguel, 42, Retail Partner
“People want to make healthier choices, but without structure or guidance it becomes overwhelming. A simple, intuitive meal planner could help turn intention into action.”
- Dr. Brenda, Nutrition Specialist
The Synthesis
Synthesis
We began the synthesis phase using Affinity Mapping to cluster insights gathered from interviews, surveys, and secondary research.
Through this process, we identified patterns in how users perceive freshness, trust, and brand transparency.
The data revealed recurring themes that guided our design direction — balancing emotional storytelling with functional digital tools.
After several rounds of clustering and refinement, we defined four primary insight areas that shaped the NatureSweet redesign.
Key Themes Identified
Trust through Transparency
Users want to understand where their food comes from and who grows it.
→ Solution: strengthen storytelling around associates and sourcing.
Health as Motivation
Many consumers connect fresh produce with wellness but lack education and guidance.
→ Solution: build the Education Hub as a practical, trustworthy resource.
Engagement through Utility
Users are more likely to return if the website helps them take action.
→ Solution: introduce the Meal Planner and recipe integrations.
Emotional Connection with the Brand
People respond positively to the human side of NatureSweet’s mission.
→ Solution: highlight real stories and visual authenticity.
Outcome:
This synthesis phase helped define NatureSweet’s digital tone — authentic, informative, and inspiring — laying the foundation for all visual and interaction design decisions.
Journey Map
Based on the research findings, I mapped the user journey across NatureSweet’s digital experience to understand how different audiences — consumers, partners, and potential employees — interacted with the website.
The mapping revealed emotional and behavioral patterns as users tried to discover products, explore recipes, or learn about the brand’s mission.
This process helped identify key pain points and opportunities to improve engagement and storytelling across the platform.
Comparative Market Analysis
System Architecture Overview
A selection of key screens from the redesigned NatureSweet website, showcasing a cleaner interface, improved hierarchy, and a more user-centered experience across devices.
