Founded in 1936 by Don Prudencio Unanue and his wife Carolina, Goya Foods is the largest, Hispanic-owned food company in the United States. The premier source for authentic Latino cuisine, Goya.com was ready for a fully responsive redesign that defined their online presence with the same precedence as their dedicated aisles in grocery stores. This project is currently in development.
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STRATEGY & UX
Goya.com has had great success over the past 8 years since its last redesign, as did the mobile site launched in 2011. Unfortunately, with the combination of Google’s new algorithims and the increase of mobile device usage worldwide, goya.com saw drops in its stronghold atop many of the most popular searches related to many of their primary products and most popular recipe categories. Using Atlassian’s Confluence, I mapped out new wireframes that incorporated many of the most popular features and content that gave their users the same experience and results that many of the top recipe sites and apps provide across all platforms, both in store and at home.
DESIGN
Goya’s iconic brand has had a unique presence in grocery stores as being the only brand to have a dedicated aisle of their own. I wanted to update and modernize their online presence while staying true to their brand. Using a combination of colors and fonts while simplifying the design following modern design trends, I was able to achieve a clean site design that emphasizes the vibrancy and joy of Latino cuisine and culture.
UX/UI
Goya.com has found over the years that its seasonal features have made a huge impact on its success in both traffic and online membership sign-ups. Designing interactive and engaging features that focused on the appetizing and original brand photography of recipes handcrafted by Goya chefs, while featuring Goya’s most iconic and lesser known products to drive up sales and create new awareness to their limitless creative uses in recipes. Making these features both responsive and unique to users on various devices required the same creative approach to cooking, a unique innovative twist on a classic traditional recipe.
