Freelance UX Design, E-Strategy, Templating

Fruit At Work website

A new responsive & SEO optimized website that highlights the UVPs

The new website with e-shop focuses more their UVPs. We highlighted the client's passion with an extensive fruit section and built pages about their quality control, delivery service, sustainable & ecological responsibility.

The whole website is search engine optimized, filled with schema.org microdata and is a showcase in responsive webdesign.

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Project outline

  • A passion for fruit

    45 pages about fruit to communicate their passion for fruit, to show the benefits of each fruit and to showcase their supply diversity.

    45 fruit pages

  • Emphasizing strengths

    A section to show other aspects of the UVP: quality & freshness, after sales service & sustainability + ecological responsibility

    Communicate the UVP

  • Microdata products

    A full implementation of schema.org Product in microdata, with nested Quantitative Values, Offers & Price Specifications.

    Product semantics

45 pages, only about fruit

One of the main strengths of Fruit At Work is their knowledge about fruit and their passion to make people discover, eat and enjoy it more. We translated that passion into the website with a full section about fruit to showcase their supply diversity and the benefits of each fruit.

12 fruit overview pages

The fruits are listed in type & season overviews. Both overviews have availability tables and teasers for each fruit.

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33 tasty fruit pages

We gave special attention in making these pages easy to read, by providing a short summary on top, followed by a bullet list summary of the following content.

Next to the summary we made a connection with the fruit baskets, by specifying

  • if it's available in Bio and/or Fairtrade
  • from which regions & countries Fruit At Work buys it
  • the period it can be delivered in your fruitbasket

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Educational fruit

All fruit pages followed a content strategy, and contained the following elements:

  • texts about the benefits, features, taste, ...
  • an interesting factoid
  • a vitamins & minerals table that shows the amount + the DRI (dietary reference intake) for each piece of fruit & per 100 g
  • 3 photo's: the fruit as a texturized background, the fruit cut open in edible form and the fruit on its plant

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Product semantics

In our CMS we used our base semantic product types with product offers and product configurations. The HTML output is done with microdata of schema.org using the following types: Product, QuantitativeValue, Offer and PriceSpecification.

The Fruit At Work website also has many other implementations of the schema.org types: ContactPoint, GeoCoordinates, ItemList, LocalBusiness, NewsArticle, Person, PostalAddress, Service, Webpage and WebpageElement.

Related links

Product - https://schema.org/Product

Project information

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