Hiro Foods needed a visual identity that reflected its values. Selling healthy, organic dog foods was their top priority. However, since they are a new company, they must establish trust with their future customers. My challenge was creating a website aligned with their business goals while maintaining a quality experience through design and interaction. 

To solve this, I focused on what the users found most important when shopping for dog foods and then created an exciting and organized landing page. This included:

Before designing the landing page, I needed to identify who I was designing for. To find out,
‍I conducted a couple of customer interviews to get direct answers on what they found important and necessary for the website. Afterward, I was able to put this information down into a persona. The main goal was to concentrate on minimizing pain points by emphasizing the good quality, and budget friendly products, while creating a enjoyable
site experience.

I wanted warm colors that felt natural and organic. The colors are needed to create a clean, warm, and inviting atmosphere. The target audience is dog owners in the 24-44 age bracket, so I chose colors that would appeal to this demographic.

My journey into color research was comprehensive. I mainly focused on how gradients were used on various websites. This led me to curate a palette that beautifully mimics the hues of a sunrise or sunset. This thorough research ensured the chosen colors perfectly aligned with the brand goals.

When developing the low-fidelity wireframe for the landing page, finding a layout that neatly organizes information was imperative. I also needed to imagine how the imagery would interact with the type when making the wireframe iterations.

Another key feature was the featured brands. To help establish trust that the products are of good quality I made sure to inform the customer of what brands Hiro Foods work with. This information would be close to the top of the webpage.  Keeping this in mind, I created a layout that would utilize a uniform grid system to keep all items organized and easy to read while not being overwhelming for the user.

The landing page needed to feel lively, and using imagery made that possible. After finding excellent photos online, I took them into Photoshop and created images that felt active, fun, and aligned with the brand.

Incorporating all of the type, color, and image elements, I created an engaging and inviting site. This includes:

Using each of these elements created a high-quality website that would establish trust and, thus, retain customers.