Del Monte Foods

Del Monte Foods, a leading producer and distributor of premium quality, branded food products, required a comprehensive overhaul of all their brand websites, including Del Monte, College Inn, and Contadina. Renowned for their extensive product range and commitment to delivering nutritious and delicious food options, the new websites needed to showcase their vast product lists, incorporate "Find a Retailer" features, and present a wide array of recipes to engage and assist customers. The goal was to create a unified, user-friendly digital presence that effectively represents the diverse range of Del Monte Foods' offerings.

Project Overview

The project involved redesigning multiple brand websites to ensure a cohesive look and feel while highlighting the unique aspects of each brand. The design needed to provide a seamless user experience, from product discovery to locating retailers and exploring recipes.

Role and Responsibilities

• Lead Designer: Spearheaded the complete overhaul of Del Monte Foods' brand websites, including Del Monte, College Inn, and Contadina.
• Site Architecture: Developed the structural blueprint for each brand site, ensuring a logical and intuitive content hierarchy. This was crucial in creating a unified yet distinct user journey for each brand.
• Wireframes: Designed detailed wireframes for each page, mapping out the layout and functionality. This included the strategic placement of key elements such as product listings, "Find a Retailer" features, and recipe sections to maximize user engagement and conversion rates.
• Comps: Created high-fidelity design comps that brought the wireframes to life, incorporating each brand's unique identity while maintaining a cohesive overall aesthetic. These comps served as a visual guide for the development team, ensuring design integrity across devices.
• Visual Design: Focused on a responsive design approach to ensure optimal performance and visual appeal on all devices. Worked closely with the development team to translate the design comps into fully functional websites.

Design Process

Discovery & Research:
• Conducted a thorough analysis of the existing Del Monte Foods brand websites to identify areas for improvement.
• Collaborated with stakeholders to understand their goals and user expectations. Performed competitive analysis to benchmark best practices in the food industry.

Site Architecture Development:
•Created sitemaps for each brand to outline the structure and navigation flow. Organized content into logical categories to enhance user experience.
• Wireframing: Developed wireframes using preferred design tools, iterating based on client feedback and usability testing to ensure optimal functionality and user engagement.
• Visual Design: Designed high-fidelity comps that incorporated the unique branding elements of Del Monte, College Inn, and Contadina. Applied responsive design principles to ensure a seamless experience across all devices.
• Collaborated closely with the development team to ensure accurate implementation of design elements.

Testing & Launch:
• Conducted QA testing.
• Supported the development team throughout the build phase and post-launch to ensure a smooth transition and optimal performance.

Outcome

The redesigned Del Monte Foods brand websites received positive feedback from both the client and users. Key achievements included:

• Improved User Navigation and Site Structure: Created a more intuitive browsing experience that made it easier for users to find products, locate retailers, and explore recipes.
• Enhanced Visual Appeal: Developed a cohesive yet distinctive visual identity for each brand, driving increased engagement and brand loyalty.
• Increased Online Engagement and Sales: The new websites contributed to a significant boost in user engagement, reflecting the success of the redesign.