As part of the release of over 13 new SKU items launching in 2019, La Preferida decided to leverage digital platforms as a way to increase traffic and optimize advertising ROI. 

- The Challenge - 

It was the company's first time utilizing digital adverts so aggressively. The family-owned and operated business has been around for 70 years, but the challenge was bringing this locally-known company into the digital realm. A close study of the company's target users was necessary. 

- The Goals - 

• Unlock key consumer insights to create and understand user personas and needs.
• Develop an easy-to-use and easy-to-follow landing page that drove traffic to the company's e-commerce website. .
• Bridge the gap between La Preferida's loyal fan base and new generation of consumers. 
• Increase mobile and desktop speed, decrease load time. 

- The Game Plan - 

With a clear understand of what the company's pain points were, I set out to understand whom exactly is La Preferida's end user and how can we design a great experience for them. In order to reach these goals, I decided a thorough examination of the LP user was necessary. I had to empathize with the user and understand how I could make their digital experience as seamless as possible. 

 Phase 1: Research

Using user data pulled from La Preferida's website, I identified two recurring users, customers between the ages of 35-50 and 50-75. With this information in mind, I worked together with the Marketing team to create a customer survey asking users questions based off of their online experience using the La Preferida website, and if they had the option to do so, what new features or content would they enjoy. Since the two target demographics were older, a common difficulty that was expressed was the lack of webpage contrast and small text hindering their ability to read the information on their screens.

Interestingly enough these consumers often turned to their mobile devices when seeking product information, adding an even stronger emphasis on the mobile experience aspect of this project. Once we got this feedback, it was on to step two, personas.

 Phase 2: Personas

Phase 3: Iterations and A/B split testing

 I was able to use these personas and generate several iterations of potential landing page designs. Starting with an F design and eventually arriving to a Z design, I split-tested these variations and conducted usability tests on each version until l collected enough feedback and insights that allowed me to realize the winning design. 

Final Product

A fun, simple, bright landing page that gets the product's information across and enhances the user's online experience with La Preferida. Bounce rate lowered by 10%, time on page improved, and click through rates improved by 2%.