An overhaul of the LEAF website to rationalise the content, modernise the design and build a more organised, user friendly online experience.
LEAF (Linking Environment and Farming) is the leading organisation delivering more sustainable food and farming. They provide information to farmers and consumers to help promote sustainable farming and protect the environment.
We worked with LEAF (Linking Environment and Farming) to redesign their main website from the ground up, helping to bring clarity to their content to ensure the information was well organised, easy to access and visually engaging.
Creating a new information architecture
Although LEAF’s previous site contained a wealth of useful information, it was the result of many ad hoc additions and updates which left the user experience lacking clarity and made ongoing management a challenge due to the outdated content management system.
The first step in our relationship with LEAF was to help bring order to their content, in line with their organisational vision. We did this by identifying their key users:
The consumer looking for more information on sustainable produce.
The farmer looking to run a more sustainable agriculture business.
The suppliers who are involved in the food supply chain.
We then refined the information architecture to prioritise relevant content for each audience while still making it accessible across the site to avoid having to edit multiple versions of the same content. Based on this new structure we were able to simplify the site navigation for end users and reduce the content management workload for the LEAF team.
Our main aim with the LEAF website redesign was to make the wealth of information they have available easily accessible to the public, consumer and farmer without compromising on creating a modern look and feel.
A new visual language
Based upon our initial research the next challenge was to create a design system that would work for all audiences.
We took a modular approach to creating the visual style of the new LEAF website. This was based around reusable components that would work with a range of different content types while remaining consistent throughout the various content sections.
Another consideration when designing the user interface was the depth of the content available. With this in mind, the site was designed to be explored and interacted with by the user through the use of modals, galleries and other interactive components. The result is a site that invites users to explore and learn about the valuable work LEAF carry out.
"Whiteroom have planned, designed and developed the LEAF (leafuk.org) and LEAF Open Farm Sunday (farmsunday.org) websites with great results. We have been pleased with the improvements made in the website design and increases in website traffic and engagement. The team at Whiteroom are innovative, forward thinking and responsive and it has been a pleasure working with them on these projects."
Simon Bull | LEAF Marketing and communications manager