Hazel Technologies, an agricultural and biotechnology company specializing in shelf-life extension products for fresh produce, approached a website redesign following a full brand refresh in early 2023.
The primary objective was to reskin and revamp the site to better engage prospective customers, communicate product value clearly, and drive lead generation.
The existing website, while functional, was inconsistent—mixing legacy branding with new visuals, using outdated imagery, and failing to present critical product information effectively.
The project began with a thorough audit of the existing site and an analysis of Hazel’s target audiences, including growers, distributors, and retail partners.
I mapped user flows, identifying key pages and content that would inform decision-making, and determined opportunities to increase engagement through multiple calls to action. Wireframes were developed to establish a clear hierarchy for product, crop, and technology pages, as well as new sections such as customer profiles, case studies, and testimonials. During this phase, I collaborated closely with Hazel’s internal team to prioritize content, clarify messaging, and ensure the structure reflected real customer needs.
Once the structure was approved, I created fully interactive high-fidelity mockups in Adobe XD, standardizing visual elements across the site—typography, color palette, iconography, and photography—to align with the refreshed brand identity. New CTA elements were strategically placed at the top and midpoints of product pages, offering users the option to request a free product sample, download a digital case study, or submit a traditional lead-generation form. I then worked directly with freelance developers from the UI/UX agency Unicorn Road to translate the design into a fully functional, responsive website.
The result is a modern, approachable, and informative site that clearly communicates Hazel Technologies’ offerings while providing multiple avenues for user interaction. The combination of structured content, consistent visual styling, and strategically placed CTAs positions the website as a top-of-funnel lead-generation tool, helping the company capture qualified prospects while reinforcing its brand authority in the agtech and biotech space.
