OKO River Sweet Potato Flour

Category

User Research, Web Design, SEO

Industry

Food, E-Commerce

My Role

Web Designer, User Researcher, SEO Strategist

Application Used

Figma, Google Ads

Project Overview
As part of my Capstone project at Northeastern University, I worked under the mentorship of Professor James A. Gardner. Our team developed a digital solution for OKO River, a brand specializing in Sweet Potato Flour Cake Mix, created by young agricultural entrepreneurs from South America. The project focused on developing digital channels to promote the product, encourage a healthy lifestyle, and build brand awareness. I was responsible for conducting user research, designing the website, and optimizing SEO to enhance online visibility and drive engagement.
Visit the Website

Design Process

Problem Statement
OKO River, a brand created by young agricultural entrepreneurs from South America, specializes in Sweet Potato Flour Cake Mix. While their product promotes a healthy lifestyle and caters to a growing demand for gluten-free and nutritious ingredients, the brand struggles with building strong online visibility and effectively reaching its target audience. They need a digital solution that not only promotes their product but also resonates with health-conscious individuals and culinary professionals. The challenge is to create a website that showcases its unique offerings, builds brand awareness, and provides a seamless user experience that encourages engagement and online sales.
User Research
To ensure that the website effectively targeted its audience, I conducted user interviews and developed two detailed personas based on the insights gathered.
Design Improvements
For the website, the initial homepage design focused on simplicity and direct navigation, with key product information and call-to-action buttons prominently displayed. Based on user feedback and client requests, I implemented several improvements to enhance both the visual appeal and functionality of the site.
Initial Home Page
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When I first took on the OKO River project, the website already had a basic layout that provided essential product information. The initial design was functional but lacked visual engagement and depth. The navigation and product details were present, but there was little emphasis on creating an emotional connection with users or showcasing the product's highlights.
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Initial Homepage Design
Improved Home Page
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Based on client feedback and user research, I redesigned the homepage to create a more engaging experience. The hero section was revamped to highlight the product’s unique selling points using strong visuals and a more prominent call-to-action. I introduced sections that featured customer reviews and social proof to build credibility.
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Improved Homepage Design
SEO Optimization
In addition to improving the website's design and functionality, I focused on optimizing OKO River’s online visibility through a comprehensive SEO strategy, particularly in the area of Technical SEO. My work included providing recommendations and implementing strategies to improve the site’s ranking on search engines.
Technical SEO Improvements
‍One of the key areas I addressed was the optimization of meta tags and descriptions across the website. I recommended that every page should include well-structured and relevant meta titles and descriptions, tailored to the target audience’s search behavior. Specifically, I focused on incorporating high-performing keywords such as "gluten-free cake mix," "sweet potato flour," and "healthy baking ingredients." These keyword-rich meta tags not only aligned with the brand's product offering but also played a crucial role in boosting the website’s visibility on search engines.

Blog Content Updates: I was actively involved in maintaining the website, including regular updates to the blog section. This involved curating and updating content to keep the website dynamic and engaging for visitors, ensuring that it served as an up-to-date resource for showcasing student work and industry collaborations.
Image Optimization: To enhance site performance, I optimized web images for better resolution and faster loading times. This not only improved the aesthetic quality of the site but also contributed to better overall website speed and user experience.
SEM and Google Ads Strategy
As part of OKO River’s comprehensive digital marketing strategy, I developed a Search Engine Marketing (SEM) plan, specifically focusing on Google Ads to drive paid traffic and increase product visibility.
Campaign Strategy and Google Ads Setup
I provided the client with a detailed campaign strategy and a Google Ads setup guide. The strategy targeted specific users, focusing on individuals searching for gluten-free and healthy baking products. The campaigns were designed to drive users to the OKO River website to learn more about the products and make purchases.

Keyword Research and Ad Variations
I conducted extensive keyword research to identify the most relevant and high-performing keywords, such as “gluten-free cake mix,” “healthy baking ingredients,” and “sweet potato flour.” that align with user search behavior and product relevance. Using these keywords, I designed and created multiple ad variations to drive higher Click-Through Rates (CTR) and maximize conversions.

Deliverables

Visit OKO River Sweet Potato Flour Website
* Please note that the website may have been updated since my version, and the current design might differ.

Reflections

The NU Media project was my foundational experience as a web designer and web developer, marking the beginning of my journey into the world of digital media. From the very first kick-off meeting to the project’s launch, I was fully immersed in the process. This project highlighted for me the critical importance of teamwork, as collaborating with such a dedicated group made all the difference in bringing our vision to life.

Through this experience, I significantly expanded my digital skill set, from web development to social media content creation and project management. The successful launch of NU Media not only provided job opportunities for many but also captured important moments within the Northeastern community, making a tangible impact. For me, this project was more than just a professional milestone—it was a deeply rewarding experience that shaped my approach to digital projects moving forward.

Other Works

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