Full Website Strategy

Thea Cooke

Interaction Designer
User Researcher
Content Research
Adobe XD
Fannie May Confections Brands

The Challenge

Fannie May is a premium chocolate confectionary with a legacy presence in the Chicago area. They wanted to extend their brand presence nationally, however they had no direct-to-consumer website, and their brand perception was plagued by subpar, third-party sales on Amazon.

The Solution

To help Fannie May achieve their goal, I created a content strategy that paid homage to their century-old history while taking the brand into the modern, online era. I then wireframed a new website that would provide the best branded experience possible for both new and legacy customers.

The Impact

The designed and tested website was launched in September 2021 to be ready in time for the holiday season. In the months of November and December within that first year:

  • The new website brought in over $1.3 million in revenue
  • The conversion rate grew to a healthy 6.2%, with an average of 1.26 transactions per user
  • Thousands of orders were placed from all corners of the country, including California, Florida, Texas, and New York

Process and Deliverables

  • Competitive Audit: A research audit of online competitors that provided insights on how to differentiate the brand and what audiences wanted.
  • Persona Updates: Updates to the audiences' functional and social/emotional needs to inform the content strategy.
  • Content Strategy: A guiding document with content pillars and topic considerations that would best achieve the business objectives.
  • Information Architecture: A structure and sitemap for the full website to ensure that all of the content had a place.
  • Wireframes: Mobile-first wireframes for each page template, including annotated blueprints for the creative and dev teams.
  • Monthly KPI Reports: An analytics report presented directly to stakeholders, featuring performance highlights for defined KPIs, observations about customer behavior, and optimization recommendations.

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