Website Refresh to Appeal to a Younger Demographic

Key Takeaways

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Website Design — Update website design to remain relevant to consumers: A website lives at the core of any brand’s digital ecosystem and serves as one of the most impactful brand touchpoints. In the highly competitive market, where brands go after the same young health-conscious consumer, intangible cues, such as branding and tone-of-voice, directly impact product consideration and trial. In August 2019, Silk relaunched its website to compete with new, hip and independent non-dairy beverage brands.

Website Navigation — Simplify navigation to keep users focused: Decision fatigue can’t be ignored when designing the website’s information architecture. Silk reconsidered its approach to navigation by dramatically simplifying the menu and organizing its products into clear categories: beverage, creamers, yogurts, barista. The brand also streamlined the filtering functionality on their recipe pages. Silk removed dozens of choices and kept only two main filters: meal category and dietary restrictions. 

Website Content — Prioritize educational narrative: Silk prioritized the educational narrative by bringing up the Healthy Living section from the footer to the main navigation and adding a Sustainability page. The brand, also, fully migrated its Recipes sections to the new website and announced a Blog launch. 

Website Content — Leverage trending search terms and keywords: While Silk migrated most of the content from their old website, they made some strategic updates to boost search engine optimization. The brand renamed the Healthy Living section to Plant-Based Diet, leveraging the surging search trend. Silk also announced the launch of the Blog section, which suggests the intention to attract more organic search visits.

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In August 2020 Silk relaunched its website with an updated design and changed the domain name from "www.drinksilk.ca" to "silkcanada.ca".

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The new website features Silk’s updated branding.

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Silk updated the packaging design for its oat milk line, aligning colors and typography with their current branding principles.

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The new website has simplified navigation and groups products by broader categories —
beverages, creamers, yogurts, and barista.

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Silk also simplified the footer navigation and grouped multiple sections into one parent category (i.e. Plant-Based Diet, Why Silk).

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Silk prioritized the educational narrative by bringing up the Healthy Living section from the footer to the main navigation and adding a Sustainability page.

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Silk renamed the “Healthy Living” page to “Plant-Based Diet”, leveraging the increased
popularity of the term.

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The brand migrated product descriptions from the old website and enhanced convertibility by adding “Find the product” call-to-action buttons to the new pages.

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The “Find the product” CTA button leads to a separate page with a widget that enables users to search for retailers that carry Silk or buy products online via grocery chains as Walmart, Sobeys, IGA.

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The updated product detail pages feature suggested recipes and recommends similar products.

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The brand improved the readability of their recipe pages, re-arranged design components and changed image aspect ratios to provide a more user-friendly mobile experience.

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Silk drastically simplified recipe filters, leaving only meal type and dietary restrictions.

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The new website announces Silk's intention to launch a Blog and share plant-based stories.

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On the new website, Silk got rid of the Sign in/Sign up functionality and removed the user portal.

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The updated website is well-optimized for mobile browsing and enables users to conveniently check product details while shopping in stores.

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Silk ensures that its new website is fully compliant with accessibility requirements by having a widget that enables users to modify web page appearance.

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