01 / HOMEPAGE REDESIGN & UX RESEARCH

FoodLink Pro

Professional networking for the food industry

UX STRATEGYRESEARCHCONTENT DESIGNB2C2025
FoodLink Pro saved dashboard with populated content, a Customize Widgets button, and named navigation

Saved FoodLink Pro dashboard, with everyday content kept separate from customization

THE CHALLENGE

Context & Problem

The homepage struggled to explain the platform's audience and value. Dense content and competing priorities weakened the path into networking, knowledge sharing, and engagement.

EARLY ITERATIONS

Usability testing, then the first interface explorations

The work started with a printed usability-testing method. Early mock-ups then examined navigation, core content, supporting widgets, and where to introduce dashboard customization.

01

Usability testing

The test evaluated layout and customization options with 10 participants, looking for patterns in how those choices were arranged.

RESEARCH · USABILITY TESTING

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EARLY · INITIAL STRUCTURE

FoodLink Pro early dashboard with Network selected, primary content areas, supporting widgets, application shortcuts, and a Discover solutions entry
Navigation, primary content, and supporting widgets occupy separate regions. Network is the named destination, application shortcuts stay grouped, and Discover solutions remains its own entry.

EARLY · CUSTOMIZATION WIREFRAME

FoodLink Pro customization wireframe with a widget catalogue, layout choices, and Cancel and Save changes controls
The widget catalogue, layout choices, and explicit save and cancel controls are gathered into one editing surface instead of sitting on the everyday dashboard.

MY CONTRIBUTION

Approach & Ownership

I led the design work from research framing and content analysis through homepage strategy, UI, handoff, and application QA, aligning stakeholder goals with the needs of different professional audiences.

REFINED APPROACH

Separating everyday use from customization

The refined approach keeps everyday dashboard use focused, introduces customization through contextual guidance, and reveals editing controls in a dedicated mode.

REFINED · SAVED DASHBOARD

FoodLink Pro saved dashboard with populated content, a Customize Widgets button, named navigation including Network, and Discover solutions
Everyday use stays on populated content. Customize Widgets is a single entry point, while named destinations such as Network and Discover solutions stay available without editing controls.

REFINED · CONTEXTUAL ONBOARDING

FoodLink Pro dashboard with contextual guidance pointing to the Customize Widgets button
Guidance points directly to Customize Widgets, so customization is introduced beside the action instead of in a separate introductory modal.

REFINED · EDITING MODE

FoodLink Pro editing mode with layout choices, a widget side panel, and Cancel and Finish actions
Layout choices, widget management, and finish or cancel actions appear only after editing starts, leaving the saved dashboard free of those controls.

KEY DECISIONS

Strategic Choices

  • 01

    Lead with a clear value proposition above the fold.

  • 02

    Prioritise content using a stronger hierarchy and progressive disclosure.

  • 03

    Offer recognisable entry points for different professional needs.

  • 04

    Build a flexible structure that can accommodate future content and features.

OUTCOME

Results & Evidence

The redesign delivered a clearer homepage structure and a stronger foundation for onboarding and engagement. No measured conversion or engagement lift was supplied, so these are design outcomes rather than verified KPI gains.

LEADERSHIP LENS

What This Demonstrates

Shows how I frame a design problem around audience decisions and business objectives, not just visual refinement.

ALL PROJECTS

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