Thumbnail of an oatmeal product detail website Update

Quaker Oats approached us with a somewhat outdated website architecture where they were forced to maintain two separate Content Management Systems for their desktop and mobile sites. Our task was to redesign the desktop site to be fully responsive, while keeping development costs low.

What we did


As always, it begins with building an understanding of our users.

1. Research

We started by sitting down with the client's stakeholders to identify and understand target audiences and understand any gaps in the current design. I undertook a site-wide content inventory, and went through line by line with the client to understand where each piece of content stood in the overall strategy.

2. Design

Next, I reorganized the information architecture of the main navigation, simplifying options and streamlining access to high trafficed resources, like product information and recipes. I then wireframed out an entire mobile version of the site, respecting technical restraints to reduce development time.

3. Build

Finally, we worked closely with the offshore development team to build out the site design. One very effective method of working was to provide very detailed annotated wireframes, including links to actual code examples to define interactions so that things would function exactly as we requested.


The redesign yielded a great improvement in the ForSee customer experience metrics.

Thumbnail of an website navigation

Improved Navigation

Through simplifying and improving hierarchies, my redesign greatly improved reported ease of access to resources that users come to the site specifically looking for.

Thumbnail of an oatmeal product detail website

Better Product Pages

I standardized and improved the product detail page, which displays descriptions, ratings, nutrition information, and more for over 160 products.

Drawing of a person walking up a long staircase

Happy Client

Quaker was originally planning to perform a complete site redesign in 2015, but has been so happy with the performance of the site, that they've postponed it.

Want to hire me? Get in touch!

Send me a message here, or look below to find me elsewhere on the tubes.