My Role

Creative Direction
UX Research & Strategy
Conceptualization
Digital Wireframing
Digital Prototyping

Project Goals

Gogo squeeZ® aimed to enhance their website to make it easier for users to browse their wide range of products and collections. They also wanted to create a streamlined backend to facilitate updates and the addition of new pages. 

Target Audience

Gogo squeeZ®’s main target audience consists of families with young children seeking quick and mess-free healthy snacks for on-the-go consumption. They also aimed to attract pre-teens and young adults through collaborations with social media influencers and by introducing new products containing electrolytes and more sophisticated flavors.

Solutions for Success

Highlight Products

The plan focused on reorganizing product categories by needs and flavors and implementing prominent keyword search boxes for quick results. The content on each product-specific page was structured to prioritize ingredients, nutritional information, and key health benefits. Additionally, related product types were highlighted to keep users engaged. The goal was to create a website that offers a seamless experience across mobile and desktop platforms while maintaining the integrity of Gogo squeeZ’s design and brand experience. 

Product Representation

To promote different flavors and options, popular or new products were featured on the homepage. The original product pages were revamped to allow easy navigation and correct filtering functionality. Displaying all products at once allowed users to scan multiple products and narrow down their options using product filter selections. Pages such as the individual product page also included sections for “Related Products” or “Products You Might Like” to give users further exploration opportunities.

Enhance the Brand

To appeal to a broader demographic, the brand’s colors were aligned with each collection while retaining the traditional shades of greens as the primary color palette. The use of fruit and veggie characters was replaced with lifestyle imagery to resonate with the new and fun demographic.