01Overview
OHME! Foods makes premium freeze-dried snacks from simple, natural ingredients, much of it sourced in BC, with a playful, energetic brand. For the FLUI Hackathon (three days, design-only), they asked our team of four to refresh the website: clarify the offer, boost engagement, and shorten the path to purchase. They also wanted a blog for brand storytelling and an AR feature to let shoppers visualise products at real size.
02Audit
The brand personality was already right: bright, casual, joyful. The website wasn’t: weak hierarchy, inconsistent layout, and a shopping flow that fought the user.
The site before the sprint.
- The “View Products” button just refreshed the page
- Multiple 404s across the site
- Content — like accessories — unreachable from navigation
Competitive analysis (Blume, Smart Sweets and peers) plus a persona and journey map grounded the redesign in real shopper behaviour.
The shopper persona.
The user journey map, start to finish.
03Direction
The goal in one line: keep OHME!, but make it clearer, more engaging, more conversion-focused. We kept the beloved Canopee typeface but held it to headlines for readability, paired it with Switzer for body text, and adjusted the pastel palette for WCAG contrast.
04Design
Wireframes restructured the flow around a clearer hierarchy and a shorter path to purchase. We cut a standalone blog page to protect the core shopping experience within three days.
The redesign came together on two pages: the homepage and the product page.
Homepage
- Hero banner & carousel: movement that makes the landing feel alive.
- OhMyBlog! section: refined wording and structure to shape its long-term role.
- Mega-menu navigation: scalable for future inventory, with room for promotion.
- Accessible, readable design: better contrast, hierarchy and spacing.
- Cleaner, more dynamic UI: the same fun spirit, now more polished.
Product page
- Refined product display: expected UI patterns, plus a carousel for multiple angles.
- AR integration: a QR-code button to visualise the product’s real size.
- Cleaner “More Picks”: now a slider for smoother browsing.
- Improved reviews: more structured and readable.
- Stronger visual hierarchy: better spacing, contrast and typography.
05Outcome
06Takeaways
- Tight deadlines reward role clarity: mapping each person’s strengths on day one kept momentum.
- Fast feedback sharpens work: mentor input settled decisions in hours rather than days.
- Sprints produce, but they cost: three days of intensity make strong work and aren’t a sustainable way to live.