Improving the SMPL website structure
![](https://cdn.prod.website-files.com/656e200e48629a7df956e397/65738a2c82ad067a68e9dcf6_smpl-img-1.png)
SMPL International, a company specializing in mineral supplements, approached me for help with the structure of their new website. The existing website lacked a good organization, and the content had to be set up to optimize the conversion for their product, SMPL72. My job was to create more user-friendly and strategically designed wireframes.
![](https://cdn.prod.website-files.com/656e200e48629a7df956e397/6574bf4654502cbe516083c0_SMPL-collage-1.png)
![](https://cdn.prod.website-files.com/656e200e48629a7df956e397/6574bf438e33e5e913681b0e_SMPL-collage-2.png)
![](https://cdn.prod.website-files.com/656e200e48629a7df956e397/6574bf403de59b1b60b785df_SMPL-collage-3.png)
![](https://cdn.prod.website-files.com/656e200e48629a7df956e397/6574bf3b14c9dd49b3b3ccc0_SMPL-collage-4.png)
During the research, I discovered excessive and unstructured content on the current website. This hampered effective communication. The challenge was to rearrange this content. Behind the product (SMPL72) lies a nice but fairly complicated story that needs to be properly communicated on the website.
![](https://cdn.prod.website-files.com/656e200e48629a7df956e397/65738a44014c044edeeb637a_smpl-img-6.png)
The wireframes visually represent the approved structure. SMPL international can build a website on these blueprints that convey their story well. All of this resulted in maintaining the strategy, a consistent website and a website with a powerful and engaging story!