Case Study: New Seasons Market REDESIGN

Objective

To create a more focused navigation while preserving the unconventional charm New Season's Market is known for, a mobile-first approach was implemented, resulting in a more dynamic and modern design.

The scoop

New Seasons Market is a progressive company that prides itself on serving the local communities by connecting people to organic growers within the Pacific Northwest. 
As the company continues to grow however, the need for a more functional, and practical multi-device experience has become necessary to stand out amongst the competition. As a designer, I saw an opportunity to redesign the company’s dated website in order to create something which represented the brand in a more modern way, while still preserving the brand’s unique charms. 

This project began in 2019 during my internship with the New Seasons Market Marketing Department. I revisited it in 2024, incorporating modern elements and applying the knowledge I've gained since then.

Revamped 2024 Mobile-focused mockups

Original 2019 Desktop focused mockups

THE ORIGINAL WEBSITE UI

Original New Seasons Market Desktop UI (Homepage)

Original Mobile HOMEPAGE UI

My redesign mockups were based on the original 2019 New Seasons Market website UI, which during the time, I felt had room for improvement. I’ve always cherished this wonderful, local treasure, and had a lot of personal desire to see how I could try to make it reflect personality of the brand I loved so much.

While the original website had a quirky charm that I wanted to preserve, my goal was to enhance it with modern elements and functionality, while leaning into that unconventional and fun branding they are known for locally.

THE RIGHT “MOOD”

A mood board serves as a visual tool that captures the essence of the brand’s desired aesthetic, tone, and personality. By compiling various images, color palettes, textures, and typography, I was able to crystallize the vision for the redesign and ensure that all design elements remained cohesive and aligned with the brand’s identity.

Additionally, the mood board facilitates effective communication with stakeholders, enabling them to visualize the direction and provide feedback early in the process. This collaborative approach not only saved time but also ensured that the final mockup resonated with the brand's quirky charm while incorporating modern enhancements. 

THE RESEARCH STAGE

COLOR PALLETE: FUN, WEIRD,
NATURAL & warmly inviting

  • 1. Sitemap and Functionality Specifications

    The sitemap created illustrates the navigation structure and identifies the content hierarchy. It clarifies the relationships between different pages and provides a foundation for development. Meanwhile, functionality specifications detail the various types of content that will be featured on each page, ensuring a comprehensive and organized approach to building the website. 

  • 2. User Journey and User Scenario maps

    Creating a user user journey helped to establish a clear understanding of how a user could interact with the product,  from the user’s perspective. The scenario play out more like a narrative which describes how a user might interact with the website to reach a specific goal. This narration helps portray how a user might accomplish their objectives.

  • 3. WIREFRAMES

    I created low-fidelity wireframes (using Adobe Illustrator) in order to brainstorm each of the pages layout, and to ensure that most crucial elements of the design were aligned with the needs of the users. The wireframes are useful to help show the placement and scale of content and elements within a page, as well as their relationships to one another.