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Chaotic Good Tempeh Revamp
Chaotic Good Tempeh was a team endeavor between my team at Da Vinci Center at VCU and Chaotic Good Tempeh, a business specializing in chickpea-based tempeh. In a team of interdisciplinary backgrounds, I was the lead UX/UI designer in charge of strengthening their brand identity by revamping their website.
Duration
Aug - Dec 2024
Team
4 Interdisciplinary Backgroundrs
Role
Lead UX/UI Designer
What I did
A/B Testing at Whole Foods
AI Heating Map
Wix Studio Design
Problem
Chaotic Good Tempeh aims to stand out in the growing plant-based market, but its current brand identity lacks the strong visual and digital presence needed to build lasting customer loyalty. The CEO seeks to strengthen the brand by refining its identity, improving engagement, and modernizing its online presence to better connect with health-conscious consumers and drive long-term brand recognition.
Goal: To boost brand awareness by reinnovating the website to educate the public on tempeh's benefits.
Solution: How might we strengthen Chaotic Good Tempeh’s brand identity to foster engagement and educate health-conscious consumers?
Booklet Recommendation for Chaotic Good Tempeh
Implementation Before Launch!
Final Recommendation + Final Thoughts
Based on the responses of the feedback and stakeholder suggestions, the revamped version of the website has not only the favoring of the target costumers, but essential assets to keep up with growing costumers. I'm very happy that I had the opportunity to conduct strategic methods such as user interviewing and A/B testing as a way to evaluate an UX/UI design of a website.
Key Highlights: Page 22 (Website Revamp), Page 25 (Stakeholder Design Feedback), Page 28 (User Research), Page 46-48 (A/B Testing Results), Page 50 (Wix Studios Website Final Delieverable)
Solution
A reimagined revamp of Chaotic Good Tempeh’s website experience
I utilized an AI eye tracking tool to evaluate my Figma designs before importing them to Wix Studios.
I enhanced branding that is not only modernized but entices and educates consumers about tempeh.
Focus Mapping Evaluation
Landing Page
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*REVAMPED* VERSION
Visual weighted accurately focused towards the educational banner + navigation bar and CTA button in center
Product Images are in the focus with the CTA button at center
*OLD* VERSION
Visually focused towards navigation bar but no educational information
There is no CTA button besides let's chat button (with no traces of focus)
No focus on the images of the rewards, only some traces on the text
I modernized the current online packaging for products
Upholding brand standards, I used the provided new assets to formulate product images
Products Page
Landing Page
*REVAMPED* VERSION
Accurate Product Branding with all necessary information for thtose who are health-concious
An alluring Product page with visual ingredients assets in the background of the products to further give users a visual cue
*OLD* VERSION
Visually focused towards navigation bar but no educational information
There is no CTA button besides let's chat button (with no traces of focus)
No focus on the images of the rewards, only some traces on the text
I installed a new map search system in Wix Studios
As a way to have information of all locations, I infused an all-in-one search system with listings of all farmer markets, grocers, and vendors
Maps Page
Landing Page
*REVAMPED* VERSION
User would feel more familar with a maps interface that they have senn like google maps but instead this is detailing pins with vendors selling Chaotic Good Tempeh
Endless access to all location pins in all in one place
*OLD* VERSION
Visually focused towards navigation bar but no educational information
There is no CTA button besides let's chat button (with no traces of focus)
No focus on the images of the rewards, only some traces on the text
Process
RESEARCH
Why Chaotic Good Tempeh needs our help?
They wanted to redesign their mobile app in both the backend system and design. It was my task to strengthen the brand identity and deliver the goals of the app with a better design.
Image of Keith Gurgick (Owner of Chaotic Good) at Virginia Farmers Market Association 2022
By the Numbers
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87,020 Richmond individuals are health-conscious or vegan/vegetarians
16,030 of these individuals consume tempeh as source of nutrition
“Best New Product” at the Virginia Food and Beverage Expo out of 40 entrees
OUR TARGET AUDIENCE
Understanding Our Audience
Empathizing with our audience is the foundation for understanding their true needs, challenges, and motivations. By deeply engaging with their experiences, we can uncover the real problems they face and create meaningful solutions that genuinely improve their lives. This human-centered approach allows us to design with intention, ensuring that every decision is guided by empathy and a clear understanding of our users.
CUSTOMOR SEGMENT 1
CUSTOMOR SEGMENT 2
Health Conscious Buyers/Those with Dietary Restrictions
Vegtarians/Vegans
Goals: Staying informed about health conscious and environmentally conscious food options. Keep up to date about where I can purchase Tempeh in person (Farmers Market, Grocery Stores, etc.)
Pain Points: I cannot find tempeh products that suit my dietary needs. I cannot find a specific voice to follow in the tempeh space. I have a negative stigma around tempeh (beans?) CG's website is hard to use.
Gains: I can stay informed about health conscious and environmentally conscious food options. I can keep up to date about where I can purchase Tempeh in person (Farmers Market, Grocery Stores, etc.) Feeling better about my eating/purchasing choices Finding a specific brand of Tempeh that suits my dietary restriction.
Goals: Staying informed about health conscious and environmentally conscious food options. Keep up to date about where I can purchase Tempeh in person (Farmers Market, Grocery Stores, etc.)
Pain Points: I cannot find tempeh products that suit my dietary needs. I cannot find a specific voice to follow in the tempeh space. I have a negative stigma around tempeh (beans?) CG's website is hard to use.
Gains: I can stay informed about health conscious and environmentally conscious food options. I can keep up to date about where I can purchase Tempeh in person (Farmers Market, Grocery Stores, etc.) Feeling better about my eating/purchasing choices Finding a specific brand of Tempeh that suits my dietary restriction.
USER INTERVIEW
A/B Testing Old and Revamp Website at Whole Foods
I gathered 13 respondents at Whole Foods who are either health-conscious or vegetarians/vegans to hear their interaction with the revamp and old website.
Overwhelmingly 92% of respondents are more incline in using Website B (revamp website) over Website A (old website)
On a scale of 1-5: 1 - Strongly agree with Website A, 3 - Neutral, 5 - Strongly agree with Website B
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