Unifying localised sites for a cohesive branding and data collection

Leveraging on existing content strategy by creating connected content discovery, encouraging for user data collection and branding cohesiveness.

Type

Website Design

Client

MILO

Industry

FMCG, Education, Health & Wellness

Role

User Flows, User Research, UI Design, UX Audit, Brand Website Vision

Year

May 2021 - Sept 2021 (4 months)

Background

Agency

MILO has always been about the brand that advocates health, sports; a well-known beverage and snacks filled with energy for kids within Asia and Australia. As part of the brand’s growth, there is a need to provide not only products that caters to current trends but also guidance or support for mums and kids in terms of lifestyle and events.

The revamped website has to establish the new MILO portal as the genuine source that serves as a reassuring partner for parents and motivating buddy for kids on their way to long term success through sport and balanced nutrition.

View Live Website

The Challenges

Challenge 01

Local markets have different branding and unique features

Challenge 02

Separate brand content strategy stream

Challenge 03

Missed opportunity for personalised experience

Solution 01

Site lens and features assessment with clients

Designing for maximum reusability requires reducing to only the most commonly used features. We had to go through all the different markets’ sites, and list out all the available features before selecting the key features.

Based on the requirements outlined by clients as well as the type of content that sits within each site, we had workshop sessions to finalise the key features together with the clients.

No items found.

Solution 02

Leveraging on existing content through signpost

Without adding more features or more unique content to suit the different audience’s needs, we decided that signposting existing content established from the content framework would be ideal. This would also mean a site restructure to represent the content framework.

We made it easier for the audience to find the right content through tools, features, content structure or rephrasing some words.

No items found.

Solution 03

Increasing exploration of site with meta tagging

To encourage visitors of the website to explore the other relevant content related to their needs, we created a meta level tagging that connects from one content type to another using a site-wide tag.

As an example, on a breakfast article page, visitors can explore recipes, articles, MILO products and even sports content related to breakfast.

No items found.

UI Design

Main Designer

With project constraints, the challenge was to have as many reusable components that could be customise to represent different content within the site.

No items found.

View Project

What I learned

The power of connectivity increases discoverability of content, consuming more relatable content, results in users making more informed decisions, higher engagement, more targetted content