Yash Pakka Website Redesign 2021
A 40+ years old paper manufacturing company based in UP, Yash Pakka recently pivoted towards products that are completely backyard compostable. Their existing website did not convey this shift in portfolio or speak to their ethos. Through discussions with the stakeholders, the purpose of the redesign was to reach a wider audience with a similar belief system, reposition Yash Pakka as a sought after name in the industry, collate and present the new the folio to create a strong digital foothold. PROJECT DONE AT PULAKB DESIGN.
ROLE
User Research, Information Architecture, User Experience and Interface Design
PROJECT LEAD
Pulak Bhatnagar
DESIGN TEAM
Pulak Bhatnagar, Aishwarya Bindana
SECTOR
Compostable Packaging
BRIEF
To redesign the website to fit the new product portfolio and create an immersive experience aligned with the company’s brand language, vision and mission in order to expand customer, collaborator and investor base who believe in the same ideologies.
To redesign the website to fit the new product portfolio and create an immersive experience aligned with the company’s brand language, vision and mission in order to expand customer, collaborator and investor base who believe in the same ideologies.
UNDERSTANDING THE USERS
A design audit of the existing website was conducted along with a benchmarking study. Next, there were four primary users segregated by behavior, needs and wants from the website. Stakeholder interviews were conducted and journey maps created to better understand behavioral patterns and opportunity areas. Some insights include:
A design audit of the existing website was conducted along with a benchmarking study. Next, there were four primary users segregated by behavior, needs and wants from the website. Stakeholder interviews were conducted and journey maps created to better understand behavioral patterns and opportunity areas. Some insights include:
INVESTORS
Investors look for good return on investment. They admire transparency and need to trust the legitimacy of the company. In the bigger picture, they are concerned with the practices and values of the company and whether it aligns with theirs.
POTENTIAL EMPLOYEES
Growth opportunities, benefits and value alignment are the primary points of focus for potential team members. Team leaders, work culture and job opportunities are other factors they they look for on the website.
CUSTOMERS
Customers look for a comprehensive product
portfolio with details such as dimensions, materials, prices etc. and how it fulfills their needs. Contact and/or booking details, visibility and trustworthiness of the company are also of concern to them.
Customers look for a comprehensive product
portfolio with details such as dimensions, materials, prices etc. and how it fulfills their needs. Contact and/or booking details, visibility and trustworthiness of the company are also of concern to them.
COLLABORATORS
Collaborators looks for manufacturing practices and technologies along with certifications and patents. Their concerns lie in the quality of output and ability to match their needs and/or flexibility to adapt to their processes.
Collaborators looks for manufacturing practices and technologies along with certifications and patents. Their concerns lie in the quality of output and ability to match their needs and/or flexibility to adapt to their processes.
RESEARCH
After understanding the business needs, a thorough audit of the existing platform was done and interviews with the users were conducted. Pain points and insights were noted post this.
After understanding the business needs, a thorough audit of the existing platform was done and interviews with the users were conducted. Pain points and insights were noted post this.
1. Outdated functionalities of the existing website did
not adapt well to modern devices and led to high
drop off rates.
not adapt well to modern devices and led to high
drop off rates.
3. No user engagement. No visual language
or integration with the brand language.
5. Users want to align with the companies views and
values. They want to know more than the product
offering, they want to know the story behind it all.
or integration with the brand language.
5. Users want to align with the companies views and
values. They want to know more than the product
offering, they want to know the story behind it all.
2. Poor navigation and unclear information
architecture led to users not able to find
relevant information.
architecture led to users not able to find
relevant information.
4. Investors look for a legitimacy of the company
(client base, testimonies etc.).
6. Existing website did not communicate the shift in
product portfolio.
(client base, testimonies etc.).
6. Existing website did not communicate the shift in
product portfolio.
SITE MAP + INFORMATION ARCHITECTURE
A detailed site map was drawn up to ensure clear navigation to all parts of the website and make sure all stakeholders were on the same page about the different parts of the site. Parallelly, an extensive exercise was undertaken to map out information for each page and suggest content. Each page was broken up to ensure it ties back to the main narrative.
STRATEGY + WIREFRAMING
Designing the entire website in the form of a narrative that encompasses the values, mission and vision that Yash Pakka imbibes. Each page loosely followed the WHAT, WHY, HOW and WHO structure. Based on this, detailed wireframes were created to visually present the information.
Wireframes for About Us and Sustainability pages
STYLE GUIDE
The Yash Pakka brand language was extended seamlessly to the redesigned website and formed the basis of further digital communication from the company.
The Yash Pakka brand language was extended seamlessly to the redesigned website and formed the basis of further digital communication from the company.
SOLUTION HIGHLIGHTS
Immersive experiences through well-timed animation and scroll effects ensures high level of user engagement. It provides two-way communication with the consumer to provide information through an interactive experience.
Video of the Homepage
An important research insight was users wanting to directly reach desired functionalities. Quick links on some pages accommodates for these
users who can by pass the storytelling and reach their destination. Similarly, addressing other insights, in order to build trust, testimonials, and a list of
clients were incorporated.
users who can by pass the storytelling and reach their destination. Similarly, addressing other insights, in order to build trust, testimonials, and a list of
clients were incorporated.
CSR, Products and Innovation pages
The redesigned website uses a community driven tone of voice. Yash Pakka is all about community. Small changes in the tone of voice (eg. using ‘we’ and ‘us’) subtly represent the key values of the company such as being grounded and inclusive.
Products Inside, News & Updates, Contact Us pages
The redesigned website ensures well structured information and effective categorization of content. Each page is meticulously structured and each section has a clear purpose, all tying back to the overall narrative.
Career and About Us page
The redesigned site adapted seamlessly across devices to provide an omni channel experience.
Team and About Us pages
View the live website here.
