Moose Tracks Ice Cream
Website UI and Architecture Redesign
The Moose Tracks Ice Cream phenomenon swept the nation in the mid-90s and continues today as one of the most recognized and popular ice cream flavors in the United States. The creative force behind Moose Tracks is Denali Flavors, one of the nation’s leading developers and marketers of innovative ice cream flavors.
Our main objectives for the website were to simplify the architecture for easier access to their vast product line, highlight their philanthropic efforts by spotlighting their 10K Scoop events, and add more robust categorization for their blog to include free Moose Tracks recipes. We also wanted to amplify their brand image to truly reflect the company's fun personality.
User Stories and Website Architecture
Our first step in the design process was to re-work the website architecture according to a set of predetermined user stories. We took the goals of our client into consideration and created the user stories based on those goals. From there, we prioritized each navigation element based on importance highlighted in those stories.
I did thorough competitive analysis of other websites in the food and beverage space to see what features they might have been using for their website, as well as how they manage to make their brands seem more appealing. This gave me a sense of what types of stylistic elements to use, as well as types of fonts. I put together a mood board to give our client a sense. of what their website content could look like.
After we established the company’s new architecture, fonts and colors, we moved on to the layout of the website’s key pages. We started off very low-fi with sketches and moved through mid-fidelity wireframes. These were used internally amongest the design team and not pitched to the client.
Final UI Screens
Outcomes From The Redesign
According to Moose Tracks' marketing team, the company saw a growth in users by more than 50% since launching. Some of it could be attributed to organic growth of the Moose Tracks Nation fan club, but it spiked after the redesign in ways that it never had before. With the improved mobile experience, as well as the more intricate funnels we set up, users are spending more time on our website and viewing more pages per session overall.