CoffeeCakes.com, Castle Rock, Colorado
Founder: Sherry Comes, 44
Behind the makeover: Comes' creative consultant had been bugging her for six years to redesign the website. "But we were growing at 30 percent per year," Comes says. "I was afraid to touch it." When a colleague told her that her print marketing was light-years ahead of her website, she decided it was time to take the plunge. With an upscale clientele that has more money than time, she purposely kept the design simple so the web page would load and function quickly. Website design was handled by independent creative director Tami Dickson and web design firm Colorado Web Solutions.
What the Experts Say
Xanders: The redesign is far better. The visceral effect of reducing clutter and increasing the experience is always good. The product is the hero in this case, as it should be.
Fisher: They did a great job of not losing an established identity in the website upgrade.
I don't think a lack of interactive features is a negative for the site. Too often websites are over-designed with too many special effects and bells and whistles, so the usability suffers.
Post: Because this company is all about generating sales on the web, redesigning its website is a major brand evolution factor. The new look is appetizing and sends a strong message of trust from a friendly company.