In addition to a brand redesign, Hill’s Quality Seafood Market looked to Food Collective for a complete overhaul of their website. The existing site had not been touched for a number of years and was lacking the modernity, UX and functionality in order to succeed in a rapidly changing world. With the pandemic pushing business online, it was critical that the new Hill’s website provide users easy access to the information needed to make purchases: Curbside & In-Store shopping protocols, Hours & Locations and Weekly Specials. The process started with a full site audit and user journey mapping. The insights gained from this step informed a new architecture that better suited the business goals of the brand.