User Experience | User Interface

+ Company: VMLY&R +Programs: Figma
+ Duration: March 2022- October 2022 + Role: UI Designer + Deliverables: Desktop and Mobile solutions

Butterball Site Redesign

Butterball hopes to rebrand their identity that aligns with their purpose, which is to pass love on, and have that also translate to their website.

Overview

Butterball’s purpose in wanting to pass love on and wanting to reach out to the Millennials as our target audience isn’t translating in their branding/website.

Problem

• Increase overall brand awareness with Millennials.
• Promote Butterball brand in a relevant and resonant way.

Goals & Solution

Mood boarding and Concepting

Pass Love On

Give people a fun, unexpected new reason to choose turkey over beef – in a way that makes a splash in culture and drives conversation and earned media. Research shows that Millennials gravitate towards simplistic design.

After creating three different concepts, we chose this direction to pass love on, by using bold & vibrant colors as well as still give off warm & endearing vibes.

I created mood boards to establish a direction in which we would want to take to create the UI of the site.

Site map

We had several meetings with the content strategy and UX designers to create this site map. We created
questions to ask ourselves and the clients on what we wanted to prioritize and wanted to see in this site refresh.
After multiple rounds of creating our overall site map, we finalized on this one below.
We created a separate site map for our primary navigation bar as well as our footer.

Wireframing

After we created our site map, we create wireframes. We divvy up our wireframes
by sprints. UI and UX designers work together in creating wireframes.

High Fidelity Screens

After finalizing our wireframes every sprint, I jumped into creating the UI screens. After the first sprint, which is the landing page
and search page, we solidified certain components that we might need to reuse. The goal is to have a certain amount
of components in our component library to reuse and recycle throughout the site.

Final look

Next steps

• Turkey Talk Line
• Post launch, debrief on which recipes are popular to better sort the recipes.
• Reviews and ratings on product.