Sweet Success: Chelsea Sugar's Website Transformation
Chelsea Sugar is New Zealand’s trusted brand for sugar products, offering over 15 different products ranging from sugar, icing sugars, and syrups. Beloved by Kiwis, Chelsea Sugar's products are a staple in nearly every home. In partnership with Concentrate Ltd, Imagic redeveloped Chelsea’s website on the HubSpot platform, enhancing the user experience for its visitors.
Background
Chelsea Sugar's existing website was popular, with high traffic and over a thousand recipes. However, it was ageing and needed a refresh to keep up with modern inbound marketing strategies and improve customer engagement. Concentrate, the HubSpot experts, led the project, with Imagic providing the UI design to create a delightful yet user-friendly interface.
Objectives
The primary goals were to:
- Shift the ageing website onto a modern inbound marketing platform.
- Refresh the user experience to set a new standard for customer engagement.
- Better manage engagement across all inbound marketing channels.
Discovery Phase
Paul, Imagic’s business strategist, led the discovery phase, which began with an initial workshop with Concentrate to understand the project scope and desired outcomes. This phase included:
- A deep dive into understanding audience profiles.
- Collaboration with Chelsea Sugar’s marketing team to learn what customers loved and what could be improved from the current site.
Design Process
Imagic’s art director, Dasha, utilised the existing brand guidelines and colour palette to modernise the site, making it playful and visually enticing. Key elements included:
- Maintaining a functional framework while introducing new features like an ingredients checklist, allowing users to tick off items while following a recipe.
- Using Figma for collaborative design, sharing ideas, gathering feedback, and delivering final UX designs for development.
Implementation
Imagic worked closely with Concentrate and Chelsea Sugar, ensuring all technical and functional requirements were met. Figma facilitated smooth communication and collaboration, making the process efficient and effective.
Results
The results have been fantastic, with Chelsea Sugar delighted by the positive customer feedback. One customer said, "The new website is a joy to use—so much easier to navigate and the new features are incredibly helpful."
Chelsea Sugar is now better equipped to manage their digital marketing channels and customer engagement. The new website provides a playful and enticing space for baking enthusiasts, setting a new standard for user experience and engagement in the industry.
