user experience strategy & wireframing

Vive Mejor, a Unilever  lifestyle brand geared toward Latina consumers, was in need of a brand overhaul and a new way to reach its audience. Captura Group enlisted the help of thinkPARALLAX to create the new brand and identity that would be launched through a revamped website with improved user experience.

In addition to overseeing the project and acting as the liaison between thinkPARALLAX designers, developers and the Captura Group, I worked closely with our Creative Director to envision the user experience for this new website.

With so many products, recipes and stories to deliver, my challenge was to create an experience that could help users find exactly what they were looking for, and that would encourage users to return regularly to the site and use it as a tool. The solution was to produce a site that felt authentic, welcoming and reminiscent of social media sites like Pinterest, while offering the user multiple ways to digest and engage with content — by browsing, intent-based searching through traditional navigation, or filtering categories — to discover new ideas.

After much research, wireframing and trial and error, we developed a responsive 'sifter' that would allow the user to pick categories, ingredients, etc. and drill down to a specific set of results that interest her. The wireframes were converted to designs and delivered to Captura for development and content strategy.

View the Vive Mejor website.

Vive Mejor

Vive Mejor lifestyle website

Project Role
User Experience Strategist
Senior Project Manager