Tillamook

Overview

Tillamook wanted to reimagine its digital presence, moving beyond a basic brand site to something immersive, modern, and expressive. The goal was to create a cohesive storytelling experience that matched the warmth and legacy of the Tillamook brand, while making it easier for users to explore products, recipes, and the community behind them.

Challenge

The existing site felt outdated and generic. It lacked narrative structure, emotional connection, and didn’t reflect the bold visual identity Tillamook had built across packaging and campaigns. The content was fragmented, and users had a hard time navigating or discovering what made the brand special.

Approach

As a Product Consultant at HAUS leading this initiative, I partnered closely with design, engineering, and client stakeholders to define a product strategy that unified brand storytelling with clear UX flows. We streamlined the site architecture, restructured navigation, and mapped out content modules that could flex across product categories, recipes, and editorial pages. The redesign prioritized intuitive exploration and visual storytelling, supported by a modular design system and bold typography. We also focused on performance, accessibility, and mobile responsiveness from day one. In addition, we introduced a headless CMS, Storyblok, that allowed their marketing team to easily update content and media on the site. On the backend, BigCommerce powered the ecommerce capabilities on the site, allowing customers to purchase dairy products direct from Tillamook. 

Outcome

From inception to development to launch, we launched this major revamp in less than six months. The launch of the new Tillamook.com elevated the brand’s digital experience across the board. It brought the spirit of the co-op to life through thoughtful interactions, video-led storytelling, and a modern frontend that made the site feel premium without losing its down-to-earth tone. The redesign drove stronger engagement metrics across mobile and desktop, helped unify content across departments, and laid the foundation for future seasonal campaigns and product launches.