About the Brand

Graze Life California is a woman-owned charcuterie and grazing company based in Gilroy, known for beautifully styled boards, grazing tables, and seasonal offerings. Until now, all customer inquiries, orders, and communication happened through Instagram messages — creating friction for both the client and their customers.

To support growth and improve the ordering experience, the brand needed a strategic website that brought clarity, structure, and a more polished online presence.

The Role

As UX Designer & Project Lead, I guided the full website build from discovery through delivery:

• Brand + content audit
• UX architecture and navigation planning
• Shopify build-out (theme customization + structure)
• Product taxonomy and collection strategy
• Complete product image rebuild and standardization in Photoshop
• Booking workflow setup (request → approval → payment)
• Mobile-first UX and responsive layout design
• SEO setup and Google Analytics integration
• Collaboration with Graze Life California for content, menus, and product details

The Challenge

With no website in place, all orders came through Instagram DM, phone calls and email which created:

• No clear structure for offerings
• Time-consuming back-and-forth for availability, pricing, and order details
• Inconsistent messaging and missed inquiries
• Difficulty managing high-volume holiday demand
• No centralized place for customers to browse or understand minimums, pricing, or process
• Inconsistent product photography across sizes, backgrounds, and presentation

The task was to build a digital foundation that improved clarity, reduced friction, and elevated the brand’s customer experience.

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The Solution

‍Product Structure & Taxonomy

Organized offerings into clear categories (The Full Graze, Charcuterie Cart, Holiday Collection, Workshops) for intuitive browsing and improved discoverability.

Guided Ordering Workflow

Designed a simple, approval-first request system that allows the client to confirm availability before payment — reducing confusion and cancellations.

Photography Standardization

Rebuilt every product image in Photoshop, ensuring consistent sizing, backgrounds, and presentation that aligns with the brand’s elevated aesthetic.

UX Architecture & Navigation

Created a logical browsing flow that leads customers seamlessly from exploration → selection → request.

Responsive, Mobile-First Experience

Designed layouts optimized for mobile users, who make up the majority of customers ordering grazing boxes and boards on the go.

SEO & Technical Optimization

Added structured content, metadata, and analytics to support visibility and future growth.

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The Result

• A fully functional, friction-free website that streamlines ordering
• Clear product categories that help customers easily understand offerings
• Reduced back-and-forth communication for the client
• A professional, cohesive visual presence aligned with the brand
• A scalable foundation for seasonal launches, workshops, and future e-commerce
• Higher-quality inquiries and fewer incomplete orders

Key Takeaway

This project demonstrates how intentional UX, visual consistency, and structured product presentation can transform a business that relied solely on Instagram into a polished, strategic digital experience.

By grounding the website in clarity, flow, and brand alignment, Graze Life California now has an online presence that supports both day-to-day operations and long-term growth.

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