Use Soy

Use Soy (think Got Milk for Soy) is a United Soybean Board sponsored website promoting the industrial uses of soybean ingredients.

The old site overwhelmed the user with options to a point where a majority of the users were bouncing. The client was getting contact for submissions for items that should be easily found on the site.
- Build awareness of the benefits of using soy-based products
- Generate leads through gated and non-gated website content
- Reorganize the site to better highlight product ingredients and remove unnecessary content
- Drive conversions via a compelling “contact us” call-to-action
- Successfully tracking customer journey to target them with automation
Since the site contains so much content, the best way to improve the user experience is to allow filtering. Previously, the case studies, tech sheets & reports, news placements, products, and stories were just in hyperlink list form. We needed to create categories for each and allow the users to search and filter the content within each section.
Website Audit, User Research, Sitemapping, Wireframes, Lead Planning & Development, Post-Launch Reporting, and Iterations.
Comparing the 24 months before launch to the 24 months after launch

Bounce rate decreased by -73%
Session duration increased by 22%
Pages per session increased by 64%

**Sitemap Simplification**

A new sitemap was developed with the goal of informing first, giving resources next. All the common uses that used to live out in a secondary nav would now be contained in a dropdown, reducing the mental load of the user. The soy product directory would be separated into one section for the product listings and one section to highlight companies utilizing soy.

Wireframes

The wireframes were developed to utilize specific components across the site for consistency. Cards with tags, large promotional blocks, page pushers, and filtering were some of the new additions to the site.