Jim Rychinsky discusses the creation of the International Fresh Produce Association (IFPA) website in collaboration with Proficient and Optimizely. The team faced challenges including a tight deadline, merging two existing web presences (PMA and United Fresh), and remote collaboration during the pandemic. They focused on respect, trust, accountability, and fun, and emphasized user-centric design, ADA compliance, and strong SEO practices. The site launched early and achieved significant improvements in search ranking, user engagement, and website interactions. The project was considered a success, culminating in an award for most customer-centric experience at Opticon.
