Newsletter November 11, 2021

Let’s Talk About:

Apples and Oranges

Stephanie Fois

By Stephanie Fois, Senior Project Manager

Consolidating dozens of businesses into one umbrella brand requires a complete overhaul of an organization's information architecture. At a high level, it can seem simple enough – Apples and Oranges? Ah, they're both fruit. But when you start looking at the nitty-gritty differences amongst just the apples themselves, the problem gets significantly more complicated. There are over 7,500 types of apples! You could sort these by color, or sweetness, or baking possibilities (oh, hello, apple crumble!).

On our recent eCommerce project for MW Industries, we helped them compare and categorize their apples and oranges – screws, springs, and bolts (much less tasty). The commonalities and differences among these products informed how a user might shop for a single part out of thousands of similar products. We transformed their newly acquired product catalogs into an easy-to-navigate ecosystem, resulting in a consolidated portfolio and eCommerce platform, all in a single fruit stand website.

Read the Case Study

Articles We Love

  1. 1. Use These ‘Dummy Numbers’ When Prototyping With Data “How do these business owners use data to help them run their business, and what would they change if they saw certain patterns in the data?”
  2. 2. How the Figma PM team builds products and processes “...the PM experience is distinguished by a culture of trust, reflection, inclusion, and transparency—four things that help PM teams drive product development with an eye towards opening up their processes.”
  3. 3. Reimagining Design Systems at Spotify “With Spotify moving in all these exciting new directions, we saw a pressing need for new components, patterns, toolkits, and all the other time-saving, efficiency-boosting resources a design system provides.”
  4. 4. Sohla’s Rules For Fruit Crumble “This incredibly forgiving dessert is oh so fun and customizable with her simple rules for sweet, bubbly fruit and a crispy top.”

What We’re Up To

Unpoppable balloon

The industry is changing, but the promise of UX is alive and well at Viget. Read about our approach to UX in this article by Director of UX Strategy Curt Arledge.

Michael Profile 2021

Digital Project Manager Apprentice Michael Christmas shares how reflection can help other thirty-something career changers with their next big step.

Viget Fall Fete 2021

We gathered for our outdoor Fall Fête celebrations across our four offices. Want to attend our next event, virtual or IRL? We're hiring!

WCS Ecomm Flow Square

We built a tailored ecommerce platform for WCS that enables ongoing measurement and optimization to continually improve the experience for visitors.


Some of the best Viget employees started off as Viget newsletter subscribers. Do any of our open roles sound like a fit? We'd love to hear from you, and the talented folks in your network.

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We help transform organizations with modernized software and optimized digital experiences. If you’re looking to build or improve a digital product, contact us.

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