Dairy Farmers of America was desperately in need of a website overhaul.
With an ever-changing landscape of needs, expanding member programs and a massive site map, the project required a comprehensive approach. Partnering with user experience experts and both front-end and back-end developers, we set out with a three-pronged team focused on mapping, wireframing and providing conceptual visual approach for the site.
Three visual approaches, emphasizing tonal and conceptual differences were developed utilizing key brand assets. Once a concept was selected, workstreams merged while wireframing and design system development continued. The design system, while user-centric and brand focused, addressed interactive elements, hover state color changes, form fields, informational elements and structural elements that aid in legibility. Accessibility for both animation and color were integral to the success metrics for the site especially since certain colors in the DFA brand did not meet WCAG standards.
Mobile responsiveness, gated content and various specialty features were also required including expandable and quick view modules and an interactive timeline of a dairy farmer’s day. The education and entertainment provided was intended to showcase a friendlier, more transparent cooperative to consumers and customers alike.
This project was part of a comprehensive brand overhaul and launch which included:
Stakeholder interviews
Lifestyle photoshoot
user & QA testing
integrating lead generation tools
subsequent digital brand guidelines
The site launched in early 2019 and has since changed but can be viewed here.
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