Goldbug Website Audit

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Context

Goldbug is 50+ years old, women-owned, and one of the largest distributors of infant and children’s apparel and accessories in the US.  Goldbug has licensing partnerships with some of the biggest brands, such as Fruit of the Loom, Carter’s and OshKosh B’Gosh. The company also has three travel brands that can be found at Walmart, Target and Amazon, and an accessories line at buybuyBABY and Amazon.

Challenge

While working at Goldbug Inc, I was asked to do a full website audit.  The website was initially released in May 2012 and with the exception of updating product images biannually, the website has only seen minor updates since its initial release.

The website is a low priority for the company because the user is unable to purchase directly from the site and it is mainly for future partners and to display products, that link to the eCommerce sites.  

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Process

I spearheaded the project and worked alongside the creative agency that built and maintains our website and the SVP of Product and Marketing.

Goals

- Update written content

- Ensure the website is user friendly

- Cohesion across pages

- Assist with website accessibility

In order to view all of the content on the website, I created a flow map for the information architecture of the website as a whole and the "Shop by Product" page, which has the most content.

Website Information Architecture

Goldbug User Flow

"Shop by Product" Information Architecture

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I, then, printed out screen captures from each section and wrote notes, suggestions and sketches.  Once I had all of my initial thoughts on paper, I began to work on wire frames for how the website could be improved.

Sketches and Wireframe

Executive Team Page

"Executive Team" Sketch

Our Brands Page

"Our Brands" Sketch

Our Brands Page Wireframe

"Our Brands" Wireframe

Key Updates

- Website Accessibility

Before the audit, the website did not meet the W3C accessibility guidelines.  Fonts and backgrounds did not have high enough contrast, images were missing alternative text or tags, and content did not have unique titles.

- Outdated Information

The website goes through biannual updates for product and hero images.  Apart from images, the website had not been updated since it’s initial creation.

- User Interface Writing

With few exceptions, I had the opportunity to rewrite each piece of copy for the entire site. 

- Biannual Updates

Through this audit, I was able to change the Website Update Protocol.  During the biannual updates the accessibility and content will be reviewed and updated when necessary.

Before & After

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"Our Brands" Page Update

Takeaways

The Goldbug website is now ADA compliant and has organized, easy to find, and up to date information.  Though the website does not have any direct eCommerce, the products are linked to the retailers' websites to allow the user to easily find the wide array of products.  

Goldbug uses its website as a landing page to show potential partners what they can expect. Through this audit and update, I was able to better the experience any potential partners will have.   

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