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Goldbug is 50+ years old, women-owned, and one of the largest distributors of infant and children’s apparel and accessories in the US.  Goldbug has licensing partnerships with some of the biggest brands, such as Fruit of the Loom, Carter’s and OshKosh B’Gosh. The company also has three travel brands that can be found at Walmart, Target and Amazon, and an accessories line at buybuyBABY and Amazon.

Context

Timeline: Dec. 2020 - Present
Project Type: Part-Time
Tools: Pencil, Paper, Adobe Illustrator
Team: Lisa Conner - Zeto Creative

Goldbug website audit

Challenge

While working at Goldbug Inc, I was asked to complete website audit. 

 

The website was initially released in May 2012 and with the exception of updating product images biannually, the website has only seen minor updates since its initial release.

The website is a low priority for the company because the user is unable to purchase directly from the site and it is mainly for future partners and to display products, that link to the eCommerce sites.  

I spearheaded the project and worked alongside the creative agency that built and maintains the website and the SVP of Product and Marketing.

Process

In order to view all of the content on the website, I created a flow map for the information architecture of the website as a whole and the "Shop by Product" page, which has the most content.

Goals

Identify website accessibility issues and suggest potential solutions

1

Ensure the website is user friendly

2

Update written content

3

Create website update protocol

4

Website Information Architecture
"Shop by Product" Information Architecture

Next, I printed out screen captures from each section and wrote notes, suggestions and sketches.  Once I had all of my initial thoughts on paper, I began to work on wire frames for how the website could be improved.

Executive Team Page

Sketches and Wireframe

Our Brands Page
Our Brands Page Wireframe

Biannual Updates

The Website Update Protocol was created and documented.  During the biannual updates, in addition to updating images, the accessibility and content will be reviewed and updated when necessary.

User Interface Writing

With few exceptions, all website content was rewritten.

Outdated Information

The website goes through biannual updates for product and hero images.  Apart from images, the website had not been updated since its initial creation.

Website Accessibility

Before the audit, the website did not meet the W3C accessibility guidelines.  Fonts and backgrounds did not have high enough contrast, images were missing alternative text or tags, and content did not have unique titles.

Key Updates

Before and After

The Goldbug website is ADA compliant and has organized, easy to find, and up to date information.  Though the website does not have any direct eCommerce, the products are linked to the retailers' websites to allow the user to easily find the wide array of products.  

 

With the addition of a Website Update Protocol, the Goldbug website will be consistent and the user will know what to expect.  

Takeaways