The Non-GMO Project is a mission-driven nonprofit organization offering rigorous product verification and trustworthy education that empowers people to care for themselves, the planet, and future generations.
The NonGMO Project is working to preserve and authenticate non genetically modified organisms in our food systems.
Increase in organic search
Increase in measurable conversions
Hard Refresh submitted a proposal in response to a Request for Proposal (RFP) aimed at revamping the Non-GMO Project website. The primary objectives were to create a responsive and accessible website while also integrating their educational, lifestyle, e-commerce and resource web content into a cohesive platform. The existing website was outdated and had accumulated several makeshift solutions to address internal issues over time. Both qualitative anecdotes and quantitative data indicated that the intended users were encountering unsatisfactory experiences. Our mission was to comprehensively address these challenges and enhance the overall user experience.
Our approach centered around a comprehensive understanding of the underlying issues causing friction on the current site. Prior to embarking on the new website design, a thorough phase of research and strategic planning was imperative. Our initial step involved engaging with stakeholders through interviews and systematically mapping our findings. In formulating the content strategy, we meticulously conducted two rounds of user testing, yielding invaluable insights. Adhering to established branding guidelines, we crafted a design that harmonized with the existing aesthetic, while also prioritizing accessibility within the established color scheme. Our methodology was anchored in rigorous research and systematic data collection. We diligently measured and analyzed the information we gathered, ensuring that our decisions were well-informed. As we transitioned to the development phase, we executed efficiently, armed with a solid foundation of insights and planning.
1 year post launch, The Non-GMO Project is seeing substantial growth on their OKRs. More site visits, more requests for verification, and overall a bigger impact on the planet. We're excited to have an ongoing relationship with this client and continue to be a steward of the website that we built.
- Shruti Kapoor