Food Marketing Institute (FMI)
User Interviews, User Personas, Google Analytics, Content Audit, Taxonomy, Navigation, Wireframes
FMI lobbies on behalf of food manufacturers and brands and their suppliers and partners. For its 2017 website redesign, FMI reviewed its messaging and visuals to see how the organization could spruce up its presentation and content to current and potential members. This website redesign was a 2017 MarCom Awards Gold Winner.
I interviewed a dozen FMI members about their challenges and FMI.org-related behavior and investigated Google Analytics to get the info I needed for highlighting the most helpful content. I developed lower-level nav, wireframes, and taxonomy, then wireframed landing pages for each of the main-navigation items, but FMI decided they wanted no landing pages, instead leading users straight to posts and articles.
