Information Architecture for Purdys Chocolates

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Purdys contacted Key Pointe because sections of their website weren’t delivering needed results for their fundraising and group purchase programs. I reviewed these areas and provided recommendations to Purdys.

About Purdys Chocolatier

Purdys Chocolatier is passionate about chocolate. Their chocolatiers support farmers and growers locally and around the world. They source the best ingredients to create the perfect chocolate.

Purdys’ chocolates are made fresh daily in their Vancouver chocolate factory kitchen. They have been crafting extraordinary chocolate experiences for Canadians for over 105 years. Purdys offers unique fundraising and group purchase programs to help schools, sports teams, and charities raise money and companies save money on bulk chocolate purchases.


Purdys contacted Key Pointe feeling that their Group Purchase and Fundraising pages on their website weren’t working hard enough for them. The pages didn’t convey the right message about the programs and Purdys’ unique offerings. Customers had a hard time understanding the programs and the purpose of the web pages wasn’t clear.

As in any good kickoff meeting, we needed to determine the purpose of these web pages. We agreed the pages should:

  • Get the website visitor to contact Purdys for more information
  • Help visitors figure out which program is the right one for their situations
  • Promote Purdys unique programs and products

With these goals in mind, I set to work to review the site and offer improvements.

How Key Pointe Helped

To approach the project, we discussed the tasks and objectives with the project lead. We determined that an expert review and recommendations to improve these pages was needed, instead of additional user testing.

The project started with a kickoff meeting where Purdys discussed their programs, the benefits of their programs, and the advantage to working with Purdys and buying Purdys chocolates. We discussed goals for and any problems that people had with the website.

In the expert review, I reviewed the website and competitor websites and discovered a few problems:

  • The navigation behaved inconsistently and could be improved
  • The page structure could be more streamlined and focused
  • The content on the page was inconsistent
  • Images were generic and didn’t convey a sense of what the programs are about

From these issues, we determined:

  • The site structure could be improved with one page per program
  • The content structure for each page could be displayed as consistently as possible
  • Images could be improved to give a better sense of the program
  • Purdys brand and value could be better promoted through the content
  • Any new design would need to work within a responsive design

The Result

Once these issues and recommendations were identified, I created several wireframes to illustrate how the recommendations could be implemented. We met to discuss these recommendations and go over any questions. Purdys took action to implement these changes before their seasonal programs started.

We had always struggled with clearly and simply showing our customers the benefits of our Group and Fundraising programs here at Purdys Chocolatier. Theresa’s highly organized approach allowed her to be super effective in quickly gathering requirements, designing a solution, and presenting to our team. Working with her a pleasure, sped the project up considerably, and resulted in drastic improvements to our Group and Fundraising website sections.
Bob Hermanutz, VP E-Commerce, Group, and Fundraising at Purdys Chocolatier
By | 2018-01-16T16:12:23+00:00 September 12th, 2015|Categories: Case Study, Information Architecture|Comments Off on Information Architecture for Purdys Chocolates