FRESHDAILY
ABOUT
Freshdaily, affiliated with Daily Hive and blogTO, is Canada's Gen Z media brand, primarily on TikTok, sharing local news.
CHALLENGE
The Freshdaily website has been inactive since 2020 due to a strategic shift towards a TikTok-focused content strategy. Today, Freshdaily is Canada's largest media brand on TikTok, active in 10 cities with a national account.
In its current state, the website's homepage does not align with the revised content strategy, lacking any indication of the brand's active presence on TikTok. Furthermore, the website resembles blogTO's article-focused layout, failing to communicate the brand's evolution.
Upon arrival, users should immediately be informed of the brand's TikTok presence, presented with curated content from FreshDaily's accounts, and provided with a convenient contact form for business inquiries.
Freshdaily: Inactive Site Since 2020.
APPROACH
At the beginning of our design process for FreshDaily, we started with a meeting with the founder of blogTO. This step was instrumental in gaining a significant comprehension of FreshDaily's brand and the overarching objectives for this platform. Afterwards, I meticulously translated the founder's pain points and objectives into a series of greyscale wireframes. This approach ensured the accurate representation of all essential content blocks and the seamless flow and intuitive functionality of the page.
DESIGN DECISIONS
After obtaining stakeholder approval for functionality and flow, and securing alignment with our development team, we commenced high-fidelity design. Through multiple rounds of iteration, we finalized the design choices presented here.
BRANDING
Leveraging the established brand identity of FreshDaily, we seamlessly integrated the colours from its existing logo into our design approach. The teal hue, serving as an accent colour, was thoughtfully employed across the page, while the use of white and black for copy and backgrounds ensured a visually engaging user experience.
MOBILE & TABLET OPTIMIZATION
Since Freshdaily is a media brand that focuses its content on TikTok, prioritizing mobile-first designs was a pivotal aspect of the project. It ensured a seamless user experience across devices and enhanced accessibility. By embracing mobile-first principles, we were able to deliver a modern, user-centric landing page that resonates with its target audience.
STATISTICS
We emphasized the importance of displaying the locations of FreshDaily's accounts across Canada, along with key brand statistics. Given FreshDaily's prominent standing as Canada's premier media brand on TikTok, we emphasized the importance of substantiating this claim. To enhance the presentation of our major statistics, we incorporated animated icons, elevating the visual impact.
ABOUT US
We recognized a significant omission in the old site. The introduction of the 'About Us' section now offers users a comprehensive understanding of FreshDaily's brand and mission. his section is vital for both user understanding and attracting business inquiries, showcasing the brand's identity and purpose effectively.
ACCOUNTS
After the "About Us" section, we dedicated our efforts towards creating a dedicated segment to showcase all the TikTok accounts under FreshDaily, complete with direct links to each account. Initially, this section was intended to serve as a platform for embedding news videos. However, this idea was eventually discarded due to the necessity of constantly updating the content with fresh news.
CONTACT US
The final section of the page includes a collapsible "Contact Us" form and footer. The form contains standard business inquiry information and was deemed essential for this landing page. One of the primary objectives of the page was not only to educate the FreshDaily brand to users but also to attract potential business inquiries. Given the absence of an inquiry section on the old site, this addition was essential to the redesign.
Final Outcome
Presented here is the culmination of all design efforts for the page.
