Lotus Foods

Website Redesign: A Rise in the Rice Industry

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Design Challenge

Established in 1995, Lotus Foods is a leader in the specialty rice category, having pioneered the introduction of heirloom rice to the US market. They have recently taken management of its website in-house so they want to do a better job at communicating its mission and message through its website, in order to increase sales (online and in stores), educate consumers, and convert visitors to loyal, repeat customers, and even evangelists for the brand. 

Our main challenge is to redesign their website to create awareness about the social and economic causes concerning rice farmers in less privileged countries.


Identify Problem

To understand user’s flow, we conducted one user testing and expert evaluation on the current website. We identified certain flaws that required tweaking in the existing website.