Redesign Project
Unscrambling the path to success
The Just Egg landing page redesign for simplified product discovery.
The Current Experience
Their website is not an e-commerce platform but an informational hub where users can explore benefits, discover recipes, and find online or physical stores that carry their products.
Friction Points
The current landing page consists of a series of covers (★ indicated by the stars in the image), each serving as an entry point to one of the main site sections:
-Products (eggs, mayos and dressings)
-Recipes
-Benefits
Most users navigating to this site, are here to find out where to get the product and what they can do with it. But to accomplish this, they face some setbacks.
Unclear navigation: While the titles of each section entry point hint at what each section is about, they lack clarity and users take more than 4/5 seconds trying to figure out where to go.
For Each Challenge, a Solution
Current Challenges
Unclear Purpose: The current layout does not effectively convey what the product is, why it matters, or where it can be purchased.
Proposed Changes
Emotional imagery: The heart-shaped dish reinforces warmth and a connection to the brand's values.
Trust signals: The use of benefits with icons (e.g., "No Cholesterol," "Plant-Based") immediately reassures users.
Impactful tagline: The original says 'Really good eggs', which is effective but generic. Here I took the opportunity to make a bolder statement: 'Good eggs come from plants' reinforcing the brand's identity and mission.
ChatBot: Chat feature to add instant connection and resolve questions immediately.
Clear CTAs: Direct users to key action without the need of scrolling.
Extra: Enhanced contrast over images to improve readability.
Benefits:
Key information is surfaced early, reducing the number of clicks needed to explore the product.
Users instantly understand the product, its purpose and how to obtain it - no scrolling required.
Product Discovery
Current Challenges
To reach the products, users must:
Click on one of the landing page covers that serve as entry points to different categories (egg-like products, mayos and dressings).
Once on the category page, scroll extensively to locate the products.
With minimal information on the product cards, users must click again to learn more.
Finally, they reach the product detail page, but even there, further scrolling is required to gather all the details.
Proposed Changes
Now the user needs to:
Land on the website.
Click the main CTA or scroll minimally to reach products.
Features
Direct Visibility: Products are now displayed directly on the landing page accesible either through the main CTA or minimal scrolling.
Category Tabs: Users can easily browse product ranges without leaving the page.
Informative Cards: Key product details are displayed upfront, aiding discovery without extra clicks.
Lifestyle imagery: Visuals showcase the product in real-life use, reducing the need to open the product page.
Clear CTAs: Users can quickly navigate to store locators or purchasing options.
Benefits:
Simplifies browsing, eliminates page-hopping, and improves users comprehension.
Other Enhancements
Interest Articles
Section that combines scattered content (health benefits, sustainability efforts) into a cohesive area.
Trust Elements
The site counts with celebrity-endorsed recipes, these are now visible on the landing page adding credibility and aspirational value.
Access to customer reviews. As 77% of online users are likely to read reviews to inform their purchase decisions, reviews serve as a powerful and free marketing tool that companies can effectively use to their advantage.
Story Telling
The entire flow now narrates a compelling story: what the brand stands for, their mission, and why the user might find it appealing together with a sense of social camaraderie all on the main page.
We've Converted!
Redesign Impact
Improved Clarity: Users immediately grasp what Just Egg offers, what sets it apart, and where they can find its products, all in less than 5 seconds and without the need of scrolling.
Clearer Navigation: The new layout organizes content into distinct sections on the landing page, allowing users to easily access products, recipes, reviews, and more. Additionally, the integrated chatbox provides seamless assistance, making it even easier for users to find what they need.
Reduced Interaction Cost: At the same time, the simplified navigation minimizes clicks and scrolling by 50%, making the user journey more seamless.
Increased Engagement: Trust elements, clear CTAs, and a simpler design encourage users to explore further.
Redesigning Just Egg's landing page is my way of making a brand I admire more accessible and user-friendly, supporting its mission to make plant-based eggs appealing and available to everyone! 🌱🥚