Transforming Confusion Into Cohesion
The U.S. Highbush Blueberry Council (USHBC) needed a solution to its disparate websites to improve UX and engagement.
Insight
USHBC found itself caught in a tangled web of digital properties which was limiting engagement and creating confusion among users. During the discovery phase, the need to streamline content management and maintenance was identified as a priority.
Idea
Padilla proposed a ground-up rebuild of USHBC's digital ecosystem, eyeing WordPress Multisite to address primary pain points – as well as a refined UX tailored to meet visitors' needs.
Impact
A cohesive web strategy centered around a single root domain blueberry.org. Leveraging that system, we launched seven interconnected websites (supporting 10+ audiences, including consumers, industry and health professionals) unifying its brand and utilizing third-party systems to drive results.
Results
24%
increase in pages per session (Consumer)
4:22
avg. engagement time (Industry)
290%
total users (Health)
Awards
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