Creating an Award Winning Website: Using User-Centric Web Design

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.

• Focus on the User: The project prioritized a user-centric approach to web design, ensuring a positive user experience.
• Teamwork and Trust: Respect, trust, and open communication were crucial for the team's success, especially with external partners.
• ADA Compliance: Building the site with ADA guidelines in mind not only made it accessible but also provided a framework for design decisions.
• Importance of SEO: Strong SEO practices, including meta tags, alt tags, and keyword research, were essential for improving search rankings.
• Collaboration and Agility: Daily Scrum meetings and a willingness to adapt to feedback helped the team stay on track and achieve their goals.