Whilst the magazine is very much led by food and recipes, says Anthem, the website is more of an online hub for news, product releases and all aspects of vegan living.
After research into the user journey and experience, it was established that the existing site was busy and confusing for customers. As 80% of website traffic also comes from mobile, it was vital that this new site took a mobile-first approach to the development process.
The core aim of the new site is to make it easy for customers to access information and functions relevant to them whilst being informative, distinctive and on the cutting edge of digital innovation.
This is just the first stage in Anthem’s digital development journey - over the next 18 months, the plan is to relaunch all of Anthem Publishing’s brand websites.
A key aim for the new Vegan Food & Living website was to enhance the experience of the user, focusing not only on increasing dwell time but also on encouraging them to navigate to other areas of the site.
The site is full of news, advice and recipes and it was important to let the content visually breathe.
Vegan Food & Living’s Publisher, Sally FitzGerald, added: “Veganism is such a thriving sector at the moment with so many exciting new products being launched every day and we knew the existing site just wasn’t doing our content justice. Now the mobile experience in particular is so much more intuitive, we hope that users will continue to come back to us every day for their vegan news fix and find all the other great food and lifestyle content we have on the site too.”
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