Imperfect Foods delivers groceries on a mission to eliminate food waste and build a better food system for everyone.
A new blog—connecting customers, employees, producers, and their stories—integrated into the customer lifecycle.
Lead Designer: Sara Utz
VP, Product Design & Creative: Jenn Vo
Director of Brand: Jeanne Foels
Content Marketing Manager: Nicole Whalen
When I joined Imperfect Foods, I discovered two blogs—one for company announcements and another one utilized mostly for recipes. While both blogs had great content, they weren't connected to the Imperfect domain (or each other), which created a less-than-ideal customer experience.
It became evident that Imperfect needed one unified blog that prioritized customer needs.
Combining two blogs into one is a lot easier said than done. To begin, the Creative and Brand teams reviewed all existing content, organized it into category buckets, and made clear goals for the new blog—ranging from acquisition to increased AOV.
Once the categories and their goals were defined, I created wireframes. I wanted to make the blog easy to navigate and discover more content. Moving into the design stage, I utilized our existing design systems and formed several page templates that would be reused through the blog.
I led creative into development and QA, prioritizing accessibility and usability. The Brand team worked to migrate all existing content into the new blog's domain, while sunsetting our old blogs and implementing redirects. Together, it was a large effort by a very small team to form one exciting new blog.
When launched in late 2022, the new blog (on the Imperfect domain!) finally connected a once disjointed customer experience. It gives new customers a place to learn more about Imperfect Foods and its producers, join the email list, and pop into the sign up flow. Emails and organic social will now have a place to send active customers for delightful content, while they can easily get back to their accounts.
And last, but not least, the blog is now visually cohesive with the rest of Imperfect's creative.
