Froghop are food product development consultants. They help individuals and companies take their food and drink products from idea to finished product.
Challenge
Accompanying the brand redesign, Froghop wanted a completely overhauled website that featured a contemporary design, an excellent user experience, and clear, concise copy detailing who they were and what they could provide for their clients.
Froghop had produced a sizable bank of resources and webinars over the years, but discovery on their old website was suboptimal. The redesign needed to factor this in and make the process of finding relevant content easy and intuitive.
Solution
The process began with an in-person decision sprint, where we gathered the key Froghop stakeholders together to scrutinise the brand, the website, its structure and the value proposition for the customer. This initial session uncovered the need for further decision sprints focusing on the website.
In subsequent sessions, we collaborated with the Froghop team to examine their website, its messaging and areas for improvement. From this work, we determined that the site felt outdated, information was difficult to find and the brand's value proposition was unclear.
We worked to identify their target audiences and what each of these segments would require. Once that crucial information had been identified, along with the journey that users would undertake to find it, we collaboratively mocked up a site layout that became the basis of our wireframes. Concentrating on information hierarchy, the block plan succinctly demonstrated user flow, providing clear direction for our copywriter.
This structure was then passed to our designers to create wireframes, maintaining a relentless focus on user experience, information density and balancing Froghop’s expertise with their fun and conversational personality. The designs were promptly approved and passed to our developers to convert into a live site.
After liaising with both developers and designers, our copywriter worked directly with the client to create new content for the website. Nearly every page underwent a rewrite to better appeal to Froghop's identified target audiences and to ensure clarity of information.
Working to a tight deadline, our project manager coordinated with stakeholders to ensure the website launched in time for Froghop to showcase their renewed brand identity at a prestigious food manufacturing conference.
Result
As a full-service digital agency, Brew Digital was able to manage all aspects of Froghop’s requirements in-house. We provided a consistent point of contact for the client and ensured continuity from the initial brand redesign to website creation. We intimately understood Froghop, its priorities and objectives, and had developed a strong relationship with the business owner and employees.
The website is the culmination of that working relationship, transforming discoveries from decision sprints into a visible testament to the expertise and personality of Froghop. The impressive bank of resources, once difficult to find and navigate, are now front-and-centre, with new filtering options to help readers quickly find relevant information. The copy speaks clearly to different target audiences, ensuring relevance whether it’s a large multinational food manufacturer or someone looking to take the next step from their kitchen.
Most importantly, using the latest web development practices, our team created a website that propels the brand forward and gives Froghop a platform to build upon for the next phase of its journey.
