Client: Ocean Wise
Project: Marketing Website & Seafood Search
Categories:     Strategy, IA, UX, Design, Development
Platform: Wordpress
Year: 2016

Overfishing is the biggest threat our oceans face today. With over 675 Ocean Wise partners with thousands of locations across Canada, Ocean Wise makes it easy for consumers to make sustainable seafood choices that ensure the health of our oceans for generations to come.  🐠 

 
 

The Ocean Wise symbol next to a seafood item is the Vancouver Aquarium’s assurance of an ocean-friendly seafood choice

 
 

The Situation

 

Oceanwise.ca’s existing site was 5-years old 👵🏾👴🏻, making it a dated resource for the identified three core audiences - consumers, partners and potential partners. They all have different user experience expectations but broadly they need to become educated on Ocean Wise, sustainable ocean issues, and how to make sustainable seafood choices.

 
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The Solution

 

Designing a site that can be helpful, educational and an ongoing resource for multiple audiences is a challenge. Add in the fact that the majority of users are landing on 20+ different pages, means that each page has to speak to each audience - in some way. This meant we needed to help different users find what is relevant and valuable to them, ensuring they meet their goals for coming to oceanwise.ca.

To do so, we ensured many core elements were omnipresent in the footer of each page, as well as created an all-encompassing global navigation, which ensured every user could find exactly what they were looking for.

 
 

At a micro level, a few things we did to make both customers' and partners' lives easier was: the Sustainable Seafood Recommendations tool; the partner map location finder; and partner sign-up.

Did we mention the fact this site is blazing fast?

 
 

Sustainable Seafood Recommender

 

The Sustainable Seafood Recommendation tool is easy to use, responsive, and best of all, predictive of user needs. To the untrained eye, all fish may look alike, or details may be limited (ex: the same species of Salmon can be sustainable, and unsustainable, based on where it is caught, and by what procedure), which can lead to consumers and partners miscategorizing a fish while researching online. Our Seafood Search’s predictive search input reaffirms users are on the right path, choosing the right fish, from the right location, and ultimately guiding them to the right place if they aren’t 100% sure. 

Clear visual cues make reading results easy to scan, while offering consumers the option to dig deeper into the species by clicking on any of the results.

 
 

Ocean Wise Partner Location Finder

 

As Ocean Wise grows in recognition as a trusted source - new restaurants and retailers will often pass off their seafood as Ocean Wise, when in fact it is not approved. Thus, the need to give consumers a way to see which of their favorite seafood sources are official partners, as well as giving them a way to discover new partners to buy from in the area. This partner list and location finder helps consumers on their mobile or desktop, find trusted partners who carry sustainable seafood verified by Ocean Wise.

 
 

Driving New Partner Sign Up

 

Ocean Wise wouldn’t have nearly the impact they do without their partners. Only a fraction of restaurants, suppliers and retailers are partners of Ocean Wise so there is lots of partner growth potential. To expedite growth, we addressed all the upfront questions potential partners have, like: What type of commitment does it take to become a partner? How much? How do we roll it out with our staff? 

It also provides a comprehensive set of resources for partners to onboard their teams, and make becoming an Ocean Wise partner a breeze. While it is still early, we expect partner sign ups to triple in the first year, post-launch.

 
 

In user testing, the results showed customers were able to find the information they needed (sustainability rating, sustainability score, eco-certifications) in 1/4 the time it previously took them to scan multiple paragraphs of stats and data.

 
 

The Outcome

 

Designing a site that can be helpful, educational and an ongoing resource for multiple audiences is a challenge. Add in the fact that the majority of users are landing on 20+ different pages, means that each page has to speak to each audience - in some way. This meant we needed to help different users find what is relevant and valuable to them, ensuring they meet their goals for coming to oceanwise.ca.

To do so, we ensured many core elements were omnipresent in the footer of each page, as well as created an all-encompassing global navigation, which ensured every users could find exactly what they were looking for.

On top of that, whether someone came to oceanwise.ca to: use the Seafood Search tool to double check a certain species is sustainable; search the Partner map to find a local Ocean Wise partner to buy sustainable seafood from; get involved in the community via the numerous national events; or simply signing up to the newsletter – the new oceanwise.ca has become a valuable resource that will keep consumers coming back again, provide value to existing partners and enable growth of new partners.