At Union Street, we have a special place in our hearts for small, family-owned and run businesses, so when we got the chance to work with Anne Marie and Jason at TorroneCandy.com we couldn’t have been more excited.
The Andriola family has been supplying high-quality, traditional Italian sweets to loyal customers for over four decades, first from a food cart called “Anne Marie’s Concessions” that Anthony “Tony Torrone” Andriola brought to Italian festivals in the Northeast, and starting in 2006, online at “TorroneCandy.com”.
The goals of the site redesign was four-fold:
1. Provide customers with a navigation structure that efficiently guides them to the item they’re looking for and helps them checkout
2. Modernize the design while maintaining a family-tradition focused brand.
3. Provide customers with the ability to view the site on a variety of devices including desktops, laptops, tablet, and phones without a decrease in user experience.
4. Integrate an intuitive content management system (CMS) that allows easy and regular updates and provides a wealth of ecommerce tools and upgrades to manage business on and offline.
We met these goals by improving the user experience (UX) and interaction (UI) via:
1. Information Architecture
- Created direct links to the store through all main and sub navigation elements with the exception of the “About Us” option
- Broke each main category into several sub-categories, allowing site visitors to review products that are more closely related to what they’re searching for
- Displayed sub-categories in drop-down menus to allow customers to scan through products without delving into interior pages
- Created footer navigation that offers customers additional relevant information without distracting them from the sites main goal of sales
2. Visual Design
- Focused on history and family-tradition of the business to help guide our online branding approach
- Created a design aesthetic that blends traditional with modern
- Work to promote the combination of past, present, and future by adding in the design element “Old Time Favorites & New Flavors”
- Added a “featured item” callout on the homepage to highlight new items, season-specific products, or push out old inventory
- Used a “discount” design element on the the homepage to offer discounts and holiday specials
3. Content Management System
- Built site on Shopify to provide a flexible platform that will allow Torrone to grow their online sales for years to come.
- Built homepage design elements that are easy to edit including the main image, coupon/discount box, product promotion design element, “old time favorites & new flavors”, and homepage content.
- Setup navigation to allow editing/deleting of existing items or addition of new items (includes footer navigation) so the site can shift or grow if the company’s goals and target audiences change.
- Included a News & Announcements feed in the footer that can be updated to keep both human visitors and search engines interested in revisiting the site/
- On the product pages, intro content, prices, information, and images can all be updated.
4. Responsive Design
- Built site to accommodate viewers from a wide variety of devices including desktops, laptops, tablets, and phones
- Created a design that would work on all devices and screen sizes with the most important items visible and immediately available for site visitors
- Ensured the same level of user experience independent from device the site is being viewed from
- Information Architecture
- Content Strategy
- Site Design
- Logo Design
- Site Development