Good Food Ireland
Delivering with UX excellence on the menu
Since 2006, Good Food Ireland has been promoting Ireland as a premium destination for excellence in culture and food. The company unites the agri-food and tourism sector to endorse local food producers and innovators in hospitality — offering an authentic standard of quality through the Good Food Ireland seal of approval.
GOOD FOOD IRELAND
The brief
In the years since forming, Good Food Ireland felt that they had expanded as a reputable brand in the tourism industry, but their messaging was being diluted. They wanted a new online platform that would rejuvenate the brand and redefine its focus. The new site needed to promote Ireland’s indigenous industries while offering powerful eCommerce functionality, and Matrix delivered with UX excellence on the menu.
The new site balances enticing UX design and a brochure element brought to life by quality photos of the Irish food, craft and farming industries. The site showcases all the Irish brands with the GFI trustmark, with company bios and relevant information, as well as curated experiences, such as organised picnics, food trails, classes, workshops and tastings.
Project overview
The eCommerce update involved a large data transfer from Drupal 7 to WooCommerce, and the new custom administrative dashboard offers in-depth analysis of member details and social media statistics.
The online store is now a hub for selling and promoting Irish businesses. Customers can buy locally produced food and hampers, as well as books and gifts for personal and corporate clients. Intuitive menus enhance the user journey, with aspirational pathways such as ‘Living’ and ‘Experiences’. The site offers more opportunity for engagement by fostering loyalty systems such as subscription hampers and vouchers, and the personal, curated recommendations and bundles that can be bought through the site.
Matrix is proud of helping Good Food Ireland become an even bigger welcoming online presence, with an online platform that elevates Irish business at home and abroad.
Key Features
- Powerful new eCommerce platform linked with featured business profiles and experiences;
- WooCommerce CMS with an intuitive backend and powerful plugins;
- New physical and online voucher system;
- Custom email marketing templates for future campaigns;
- Intuitive search and shopping categorisations, with lifestyle-specific filtering;
Goals
To enhance Good Food Ireland’s digital offering in line with its expansion as a brand.
- Create an experiential hub for exploring all Ireland has to offer in food, culture and tourism;
- Modernise and expand eCommerce offering, and integrate with business profiles;
- Refocus and retarget after years of expansion in many fields
Process
Design and user experience lead the way for a winning browsing experience and eCommerce model.
- Branding and UX discovery workshops to define eCommerce functionality, user journeys and personas;
- Custom graphic design phase, from sitemap to wireframes and final templates, signed off by the client;
- Development phase with ongoing client feedback on test site;
- Staff training for future edits and updates on site, as well as controlling extensive analytic features on backend dashboard;
- Extensive QA phase before live launch.
Impact
A hundred thousand Irish welcomes (and many more) from one of the country’s most trustworthy brands of quality.
- Updated eCommerce model is now a greater driver of leads;
- Increased conversions and sales through consolidated messaging, subscription offers and seamless UX;
- Staff empowerment through upskilling — CMS training removes the need for external development consultancy.
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