A content-led digital platform for the Moro brand

Client: Moro (CongaFoods)
Studio: Conversion Digital
Role: UX/UI/Brand Designer

World of Moro is a content-driven website designed as a central hub for the Moro range of olive oils and vinegars. Set within the FMCG sector, the platform brings together recipes and product content to build a stronger relationship between brand and consumer.

The project focused on modernising Moro’s digital presence, improving usability, and creating a scalable foundation for future brand rollouts across the wider Conga Foods portfolio.

The Challenge

The existing site suffered from dated visuals, a clunky user experience, and underutilised content. Key user journeys, particularly around discovering and filtering recipes, were difficult to navigate, limiting the site’s effectiveness as both a brand and content platform.

At the same time, the project needed to work within established constraints. The ‘World of Moro’ name and URL were already embedded across brand communications, meaning the solution had to evolve the existing ecosystem rather than redefine it.

Accessibility was treated as a core requirement from the outset, with the goal of achieving AA compliance while maintaining a warm, lifestyle-led visual tone.

Approach

The redesign centred on a simple but important shift: connecting products to real usage.

Rather than presenting Moro products in isolation, the experience was structured around recipes, allowing users to engage with the brand through practical, everyday cooking. This positioned content as the primary entry point, with products integrated naturally into the journey.

Navigation was reworked to introduce a clearer hierarchy and improve access to key areas of the site. A click-based mega menu replaced more complex interaction patterns, supporting both accessibility and ease of use across devices.

Recipe discovery became a core focus. Filtering was designed around how users actually think when cooking, allowing them to browse by product, meal type, or ingredient. A horizontally scrollable tab system made this interaction more tactile and mobile-friendly, encouraging exploration without adding friction.

Recipe pages themselves were intentionally calm and structured, prioritising readability and ease of use. Layout, spacing, and hierarchy were designed to support users actively following a recipe, not just browsing content.

Alongside the UX work, the Moro visual identity was adapted for digital use. The original colour palette was refined through an iterative process with the client, introducing lighter tones and improved contrast. This created better balance across the interface while supporting accessibility requirements.

The platform was built using modular components and flexible layout patterns, enabling scalability and reuse across future brand sites.

Experience Design

The site was developed using a responsive-first approach, with layouts adapting to different screen types rather than simply scaling down. This was particularly important for mobile, where users are more likely to be cooking alongside the interface.

A key principle underpinning the experience was the idea of a continuous content journey. Pages were designed to avoid dead ends, instead guiding users towards related content through modular components and contextual recommendations.

Recipes acted as both an entry point and a connective layer across the platform. From a single recipe, users could discover new dishes, explore ingredients, and engage more deeply with the Moro product range.

This balance between exploration and task-based use ensured the site worked equally well for users seeking inspiration and those following a specific recipe.

Outcome

The final platform delivers a more modern, accessible, and user-focused experience for the Moro brand. Navigation is clearer, recipe discovery is more intuitive, and content is used more effectively to connect users with products.

Accessibility considerations are embedded throughout, supporting AA standards and more inclusive interaction patterns.

The modular design system also establishes a flexible foundation for future growth, enabling the framework to be extended across additional brands within the Conga Foods portfolio.