Elevating Flavor Discovery Through Simplified UX
The Challenge
Torani, known for its wide range of flavored syrups, needed a website experience that could match the vibrancy and personality of its brand. The previous site created friction in the purchase journey, cluttered the product experience, and failed to support seamless discovery across a growing product catalog.
The objective was clear: increase online sales, reduce visual and navigational clutter, and enhance the overall consumer experience—without losing the emotional flavor of the brand.
My Role
As Creative Director and UX Strategist, I led the vision and execution for the redesign—aligning business goals with a refreshed brand experience, modern interaction design, and scalable UX architecture.
The Solution
I developed a new user journey that streamlined the path to purchase while reinforcing key brand elements. I oversaw the UX strategy, site architecture, and visual direction to ensure clarity and cohesion across touchpoints.
Key contributions:
Simplified Purchase Flow: Designed a cleaner layout and reorganized navigation to guide users more intuitively from browsing to checkout.
Enhanced Flavor Discovery: Led the design of a robust search and filtering system that helped users easily explore and locate specific syrups or categories.
Brand Expression Through UX: Maintained Torani’s playful, inviting tone across the interface—ensuring that digital behaviors matched brand expectations.
Future-Ready Structure: Created a flexible framework to support product expansion, limited editions, and seasonal campaigns without redesign.
The Result
The redesigned site delivered a significantly improved user experience—making it easier and faster for customers to find and purchase products. With a more engaging, brand-aligned interface and a UX foundation built for growth, Torani was better positioned to turn curiosity into conversion.
Agency: Momentum
Role: Creative Director / UX Lead
Wireframes
