CENTRAL MILLING
Consultant | Designer | Developer
Central Milling has been perfecting the art of flour and grain production for over 150 years. As Utah’s oldest continuously operating company, they’ve proudly supplied premium ingredients to homes and bakeries nationwide since 1867.
CASE STUDY: WEBSITE REDESIGN
Building a Scalable E-Commerce Experience for a Storied Brand
Overview
Central Milling needed a refreshed brand identity and an e-commerce site that could grow with their business. I assembled a dedicated team—consisting of a designer and developers—to tackle these objectives. Over the course of a week-long field study, we uncovered key user insights and opportunities that guided our clickable prototype, UX design deliverables, and ultimately, our agile development roadmap.
Objectives
- Modernize Central Milling’s brand while honoring its long-standing heritage.
- Develop an e-commerce platform with the flexibility and scalability to support future expansion.
Deliverables
To keep the project focused and innovative, we produced a cohesive brand experience storyboard, a lean business canvas, and a tactical plan to pilot our concepts quickly. These artifacts helped communicate value to stakeholders, maintaining an agile, fast-paced spirit. By aligning research findings, design vision, and iterative development, we delivered a solution that seamlessly blended tradition with forward-thinking user experiences.
Site Map
We created a comprehensive sitemap to give Central Milling a clear, scalable structure for its e-commerce platform. This foundational blueprint organized the site’s main sections—ranging from product listings to brand storytelling pages—and ensured each user journey was intuitive from the first click. By mapping out all critical touchpoints, we made it easier to identify opportunities for growth and to streamline navigation, setting the stage for a seamless online shopping experience.
Low Fidelity Wireframe
Building on insights gathered from our field study and the initial sitemap, we developed low-fidelity wireframes to quickly visualize layout possibilities. These early mockups focused on user flow and content placement rather than polished design elements. By testing this stripped-down version with stakeholders, we were able to validate essential features, identify potential pain points, and adapt our approach before investing time in higher-fidelity details.
High Fidelity Mockup
With stakeholder feedback integrated, we refined the wireframes into a high-fidelity prototype that aligned with Central Milling’s newly refreshed brand identity. This polished version incorporated updated typography, color palettes, and visual cues that honored the company’s heritage while projecting a modern, forward-looking image. User interface elements were carefully positioned for optimal usability, and the design was structured to accommodate future product expansions—ensuring that Central Milling’s new e-commerce platform could evolve alongside its long-standing legacy.
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