Dixie.com Redesign
CLIENT
Georgia Pacific/ Dixie
YEAR
2017
ROLE
User Experience/ Product Lead
THE PROJECT
The original ask was to integrate life style content into the existing Dixie.com. After going through the discovery phase and work-shops with the senior clients at Georgia Pacific, we decided to relaunch dixie.com from the ground up. We built the entire responsive website that allowed the products to have higher loyalty and engagement reflecting Dixie brand’s four core values - witty, upbeat, familiar and conversation.
The project spanned 1.5 years and was a rare opportunity to lead a proper product design project within an advertising agency environment. Working with executive/ senior level leads from other department, we were able to create an entirely different process which was more conversational, collaborative, and iterative.
THE RESULT:
+ 38% Avg. Session Duration on Site (:29 vs. :40)
+ 820% Email Opt-In Confirmation Page views (2.9K vs. 26.8K)
+ 104% E-Comm Vendor interactions (16.2K vs. 33.1K)
Integrated digital process map: This map illustrated how different disciplines within the agency can effectively collaborate together to create a digital product. Although not entirely agile, we created this process to help members be collaborative and transparent and still accomodate the traditional waterfall style client reviews.
Discovery phase:
Content inventory and analysis. Site ecosystem. Sitemap. Current and preferred user journey. Persona development based on user demographic. Existing site UX audit. Competitive analysis (direct competitors and best in class)
Sketching and Wireframing: Worked with content strategist, designers, and developers to come up with high fidelity wireframes for client approvals
Design phase: Was heavily involved in hashing out interaction and design details and integration of the photoshoot.
Planned and attended usability lab testing in Atlanta, Georgia. Made short term and long term recommendation to improve the experience.
YoY Report