UX, ART DIRECTOR, DESIGNER
Sargento.com was a slow loading flash-based site with dead-links and an unclear navigation. After conducting user testing and ethnographic research our team shifted the focus of the site to showcase recipes and products. In addition, maintaining overall consistency of navigation and graphics for a fluid user experience was paramount. I art directed a visual aesthetic that both fit the brand’s “authentic” positioning and allowed for flexible content updates. The redesign has so far proven successful with a boost in traffic throughout the site.
In addition, I art directed prototypes for various digital applications including an iPad app.
