G.S.Dunn
Website redesign
G.S. Dunn is the world’s leading dry mustard miller, supplying specialty mustard ingredients to food processors worldwide. Despite their global reach, their previous website gave off the wrong impression, visually resembling a pizzeria that sells pretzels and hot dogs rathen than a global food science company. G.S. Dunn needed a complete redesign to clarify their brand, educate visitors, simplify sample requests, and help international buyers make informed purchasing decisions.
Outdated Design
The homepage featured image tiles of pasta, pretzels, and hotdogs — visually suggesting G.S. Dunn was a food retailer or restaurant.
- Solution: I redesigned the homepage around their core identity: dry mustard milling. Mustard seeds, flour, and powder now take visual priority, paired with “Proudly Canadian” and “Serving Global Markets” badges to reinforce trust.
Confusing Sample Request Flow
The old request form showed a long checklist of mustard codes, with no product context, leaving customers confused and reliant on phone or email support.
- Solution: I built a product catalog with an e-commerce-style flow. Each mustard product variation includes a detailed description, common use cases, nutritional data, and sample size options (250g, 500g, 1kg). Ordering is now clear and intuitive.
Lack of Context for Product Applications
The original website didn’t explain how G.S. Dunn’s products enhance different foods, missing an opportunity to educate and convert visitors.
- Solution: I expanded the “Uses” section into defined categories and subcategories — for example, Mayonaise products now explain how mustard performs differently in regular mayonnaise vs. vegan variation. Each use case links to suggested mustard types, and each product links back to relevant applications.
Disconnected Product-to-Use Journey
There was no link between what a buyer is trying to make (e.g. mayonnaise) and which mustard product is suitable.
- Solution: I built a cross-linked structure where every use page recommends matching products, and every product page links back to relevant use cases — helping visitors make better, faster purchase decisions.
Cluttered Distributor List
Distributor locations were hidden in expandable dropdowns, making it hard for international clients to quickly find contacts.
- Solution: I replaced the dropdown format with an interactive map and icon-based visuals, making global reach instantly clear and improving usability for international partners.
Text-Heavy Pages
The old website used dense text with little visual structure, making key info hard to find, an en example, manufacturer recipes were plain and unappealing.
- Solution: I introduced a clean, modern design with strong visuals, structured content, and a recipe grid with images and labels to boost clarity and user experience.
My Role in the Project
Project Management
I led the project from initial discovery through to launch, ensuring alignment with G.S. Dunn’s objectives. This involved coordinating timelines, resources, and stakeholder communications to keep the project on track and within scope.
Website UX Planning
I conducted user experience research to inform site structure and navigation. The planning phase focused on designing intuitive user flows to guide visitors from product exploration to sample requests, improving overall usability.
Website UI Design
I developed a clean, modern interface that emphasized G.S. Dunn’s core products: mustard seeds and flour. The design utilized consistent branding elements to enhance visual appeal and user engagement, ensuring a cohesive look and feel across the site.
Custom Icon Design
To visually represent product categories and applications, I created a set of custom icons. These icons were designed to align with the overall aesthetic of the website, enhancing user navigation and reinforcing brand identity.
Website Development
I built a responsive, SEO-friendly WordPress site with a modular structure for easy updates. The development process included integrating WooCommerce to facilitate sample requests and product inquiries, providing a seamless user experience.
SEO Optimization
I implemented on-page SEO best practices, including optimized meta tags and structured data. Additionally, I enhanced site speed and mobile responsiveness to improve search engine rankings and user experience.
Client Training
Post-launch, I provided comprehensive training sessions to equip the G.S. Dunn team with the skills to manage and update the website independently. This included developing user-friendly documentation to support ongoing site maintenance.
Metrics
8
Weeks of development
240
Pages designed
620
Increase in sample requests
210
Increase in average session duration