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2023

Quescrem

The digital redesign of Quescrem, a leading cheese brand in Galicia and Spain, now expanding into the Asian market since 2020, presents an exciting challenge. The goal is to elevate the brand to new heights while maintaining its strength and commercial focus.

Introduction

In 2023, Quescrem’s marketing team reached out to us due to significant issues with their website’s SEO performance and major usability problems on both mobile and desktop. We jumped right in—time to get to work!

Roles

  • Develop project briefing
  • Create functionalities documentation
  • Present to group members and management
  • Design information architecture
  • Web UX design
  • Collaborate closely with the marketing team
  • WordPress development using Elementor
  • Deliver the completed project

Team

Xanelum – Quescrem

Product ownership

INNOLACT, S.L.

Overview

In 2023, Quescrem, a leading cheese brand in Galicia and Spain with a growing presence in the Asian market since 2020, contacted us to solve critical issues with their website. They were facing significant SEO challenges and major usability issues on both mobile and desktop platforms. Our goal was to elevate their digital presence while maintaining their commercial strength and expanding their global reach.
This project aimed to not only solve technical and usability issues but also take Quescrem’s digital presence to the next level, allowing them to compete more effectively in local and international markets.

Context and problems

SEO possitioning problems

I conducted an SEO audit, identifying issues like missing hreflang tags, internal link errors, 400 status pages, slow load times, and unoptimized images—all impacting the site’s ranking.

Messy Information Architecture

The website had duplicate and thin content. To address this, we collaborated with the marketing team to propose a streamlined structure with simplified navigation.

Inappropriate corporate image and aesthetics.

In addition to technical and usability issues, the website lacked design consistency and flow, with several violations of the brand's corporate identity guidelines.

Problem statement

In 2023, Quescrem, a top cheese brand in Galicia and Spain, faced website challenges as they expanded into Asia. Usability issues like slow loading, internal link errors, and unoptimized images hurt SEO and engagement, while structural problems and inconsistent UX design disrupted navigation and brand cohesion. A full redesign is essential to improve user experience and strengthen their digital presence locally and internationally.

Goals

Enhance Usability

Improve the website’s usability by focusing on the specific tasks and needs of various user types, including consumers, industry stakeholders, and professionals. This will ensure that each user group can easily navigate the site and accomplish their goals.

Optimize SEO and Information Architecture

Improve the site’s SEO performance by restructuring the information architecture. The goal is to create a simple, intuitive structure that reduces cognitive load for users, facilitating easier access to content and enhancing overall engagement.

Protect and Leverage Brand Identity

Preserve, protect, and effectively utilize the brand’s corporate identity throughout the redesign process. This presents an opportunity to strengthen Quescrem’s branding and solidify its corporate image in both national and international markets.

Focusing on a visual solution
that evokes trust

Hypothesis to be validated

Redesigning the Quescrem website to enhance usability, optimize information architecture, and strengthen brand identity, while incorporating Design Ops to align business objectives and strategies, will improve user engagement and SEO performance. By addressing the needs of diverse user groups, the new platform will offer a more intuitive experience, solidify Quescrem's brand image, and enhance competitiveness in national and international markets. Validating this hypothesis will demonstrate the redesign's effectiveness in achieving Quescrem's goals.

The process

Visual comparison of select frames from the website alongside the new design

Visualization of the menu and header design.

Visualization of the initial layout of the R&D page.

Visualization of the product category
page.

Visualization of the product
page.

Previously, the recipes featured this look and feel. We aimed to enhance the visual presentation while also improving clarity and understanding.

rediseño web quescrem sofia gil salgueiro

Propossed solution

The Quescrem website redesign aims to enhance user experience with a clean, intuitive structure that simplifies navigation, improves SEO, and strengthens brand presence. Design Ops practices will align design and business goals for cohesive results.

rediseño web quescrem sofia gil salgueiro

This redesign will address current challenges and position Quescrem for success in the digital landscape, requiring active participation from various corporate areas for informed decision-making throughout the process.

Other issues we take into account

The challenge also had to include the incorporation of new products, campaigns, landings...here we have an example of the 2023 Christmas campaign

rediseño web quescrem sofia gil salgueiro
rediseño web quescrem
quescrem edición navidad diseño

Got a project? Let's talk

If you’d like to get in touch, don’t hesitate to send me a message at sofiagilsalgueiro@gmail.com

sofia gil salgueiro ux designer

A passionate enthusiast of the useful, storytelling, the beautiful, and strategic thinking.

Explore!

Say hi!

sofiagilsalgueiro@gmail.com

sofia gil salgueiro ux designer

Say hi!

sofiagilsalgueiro@gmail.com