American Pecans
Dedicated to showcasing the many benefits, uses and remarkable history of America’s native tree nut
Exploration of homepage concepts for American Pecans
Location
Fort Worth, Texas
Industry
Non-Profit Organisation
Services
Web Design
Introduction
The American pecan industry needed a clearer, more strategic digital presence to serve both general consumers and industry professionals. Their existing websites had mixed messaging, failing to effectively communicate pecans' culinary appeal to the public while also not fully supporting growers, processors, and industry stakeholders.
To address this, I worked on refining the digital strategy for two key organisations: American Pecan Council and the American Pecan Promotion Board, creating homepage concepts that enhance engagement, education, and usability for their respective audiences.
Challenge
The existing websites blended consumer and industry messaging, creating confusion about their purpose and audience
Users struggled to find relevant resources, whether recipes, farming insights, or industry events, due to difficult navigation and an outdated site structure
The organisation led to missed opportunities for engagement with target audiences
Solution
Two distinct digital experiences were designed: a consumer-focused site for American Pecans, emphasising recipes, nutrition, and community engagement, and an industry-focused site for the American Pecan Promotion Board, providing farming education, market insights, and exhibition information
User engagement was improved by incorporating recipe sharing, Q&A sections, industry discussion forums, and newsletter sign-ups, fostering stronger connections with both consumers and professionals
Site structures were streamlined, making it easier for users to find recipes, industry reports, harvest timelines, and event listings, ensuring a seamless and intuitive experience
This strategic digital overhaul ensures that both consumers and industry professionals can easily access the information they need while reinforcing the pecan’s position as a staple in American agriculture and cuisine
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