SPROUTS Farmers Market

Grocery/Wellness Retail | Phoenix, AZ

Blog Index & Article Modernization Project

Role: Lead UX/UI & Web Designer

Scope: Responsive Web Design, Layout Hierarchy, Content Discovery

Deliverables: Wireframes, Design System, Desktop & Mobile Layouts

Tools: Figma, CSS/HTML, WordPress CMS

Challenge

The site’s existing blog layout was visually outdated and lacked content previews, suggestions and a functional category/search system, resulting in low reader engagement, high bounce rates and a subpar mobile experience.

The goal was to create an engaging editorial layout that improved readability, simplified/encouraged content discovery across categories and aligned seamlessly with updated brand standards across all screen sizes.

Strategy & Execution

Typography & Readability:

Established an intentional typographic scale and optimal line lengths to maximize reading comfort. Utilized distinct heading styles to break up long-form text for scannable, effortless consumption.

Information Architecture

& Content Discovery:

Overhauled the navigation framework by implementing clear category filters, prominent search access, and strategically placed "Related Articles" modules to keep users exploring deeper into the site.

Responsive Layout & Mobile First UI:

Designed fluid grid layouts tailored for mobile, tablet, and desktop viewports, ensuring touch-friendly interaction targets, sticky reading progress elements, and faster visual loading.