Launching a new food brand & deli in London.

The client

Ella Mills (nee Woodward), also known as Deliciously Ella, a super popular healthy-food blogger, co-founded the MaE Deli with her husband Matt at the beginning of 2016. Focusing on natural ingredients, simple organic foods and honesty when it comes to knowing the ingredients in your food, the MaE Deli is a company with values focusing on celebrating what you can do with unprocessed ingredients to make you feel healthy and happy.

It’s been a huge success amongst Londoners with its unique and health-conscious menu. The future of the MaE Deli lies towards bespoke catering, their own branded product range (including the hugely successful Energy Balls), and expanding its presence with the opening of additional deli’s across London.

Project insight into
Information Architecture

“We immediately had multiple propositions to showcase on the site – the challenge was to focus on helping people find the pertinent information quickly and easily through intuitive navigation and streamlined user journeys ”

Morgan, UX Lead

The challenge


We were tasked with establishing the first online presence for the brand. They were launching a range of branded food products to be stocked by national retailers and Ella and Matt wanted to extend their supply by selling direct to consumers.

The challenge was to design and build a website that catered well to the needs of the different user groups visiting the site and encouraging them to take a desired action and convert. There was an emphasis on balancing the site as an optimal platform for sales whilst showcasing content for the delis, the rich story of the brand and blog content.

As an e-commerce website that was an emphasis that users should be able to browse product and make a painless journey throughout checkout.

Ella also has her Deliciously Ella blog and there needed to be a degree of brand continuity across the two platforms.

The Mae Deli Website Homepage

The solution

The information architecture exercise saw us plan how best to help users navigate quickly to each key proposition – i.e users wanting to access menus, deli locations and opening hours, or browse and purchase product through the online shop.

The requirements determined that the site should be built on a platform that offered excellent extensibility – as such the site was built on WordPress with WooCommerce integrated for handling the requisite e-commerce functionality.

For order processing we developed a bespoke API which pushed orders through to automated picking, packing and dispatch with their fulfilment house and integrated this with the site so the end to end order processing could be viewed and managed from a single admin area.

The site employs a fully responsive layout so we could create a seamless, carefully-manicured and consistent user experience across all devices. To assist maximising conversion, the streamlined checkout doesn’t force users to create an account prior to completing a transaction.

The results

A beautifully streamlined and uncluttered mobile-friendly eCommerce site in-line with the brand. It’s a single site that consolidates the different facets of the brand, including the delis, online store, brand story and the blog – allowing search engine optimisation activities to be concentrated on a single domain.

The e-commerce platform is robust and scalable, the design supporting the ability to expand in tandem with future growth of the branded product range.

A new searchable and filterable blog for the MaE Deli news makes it easy to keep up to date with the MaE Deli and it’s new locations and foods.

The Mae Deli

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