SWISSLACHS
E-Commerce redesign
Website
B2C / B2B
Food
Redesign of the Swisslachs website, a premium company in the fish industry. The goal was to highlight the quality of their salmon, communicate the company’s sustainability values, and create a digital experience that drives engagement and sales.
Services
Art Direction, Product design, Branding, Content creation
Client name
SWISSLACHS
Roles:
Product Designer (UX & UI) worked with copywriter and company director
Problems
The existing website did not clearly communicate why Swisslachs salmon commands a higher price than competitors. The content structure was confusing and failed to emphasize the premium value proposition, making it difficult to guide users toward conversion. They needed a way to showcase their unique value proposition and justify the premium quality.
UX Research
I collaborated with an internal colleague to define user personas and analyze competitors. This phase helped us understand user needs, identify pain points in the current website, and establish content priorities.
Strategy:
I redesigned the website architecture by closely collaborating with the copywriter and, later, with the director. Through this process, we not only clarified the information hierarchy but also uncovered — thanks to the UX research — important services that were not previously visible on the website. These services are strategically valuable for the business and have the potential to generate a significant impact online.
Low-Fidelity Wireframes:
I created the first set of wireframes with a strong focus on content hierarchy and intuitive navigation. During this phase, I had multiple discussions with the director and copywriter about which topics should be prioritized. These conversations were essential to ensure the structure aligned with both user needs and the company’s strategic goals.
High-Fidelity Prototypes and UI:
After wireframe approval, I developed high-fidelity prototypes. We iterated on content organization, section prioritization, and visual design. I lightened the color palette from dark blue to lighter tones to convey freshness, selected fluid and readable fonts, and included placeholder content to demonstrate the final layout.
Stats / Impact:
By focusing on a personalized user experience, the homepage has become a more engaging, relevant, and productive entry point that successfully guides users through the brand story and product offering. The new structure highlights Swisslachs’ premium value proposition, making sustainability and quality more visible while reducing friction in the user journey. This approach is designed to:
Increase user engagement by providing clearer navigation and prioritized content.
Strengthen brand perception by communicating sustainability and premium quality more effectively.
Support online sales growth by streamlining the path to conversion.
Redesign of the website ( Swisslachs.ch )
Final observations
The project produced a clear architecture, a brand-consistent interface, and prototypes ready for implementation with real content. The user experience was optimized to showcase the premium quality of the product and guide future conversions. The prototypes are ready to be handed over to the technical team and populated with finalized content.
The next step will be a user testing phase with selected users before the website goes live, followed by an improvement phase once the site is online to refine the experience even further.
Key Learnings:
Constant collaboration with internal stakeholders was essential to align UX and UI. Nobody knows the company as well as the people who work there, so speaking with them at the beginning and staying in touch throughout the process was crucial.
User and competitor research informed more thoughtful design decisions.
Iteration proved fundamental: by continuously refining wireframes and prototypes, every step brought us closer to a result that truly reflects both the brand and its goals.
Rapid iterations between wireframes and prototypes facilitated approvals and effective communication of results.
