Cook with Campbell's
The goal is to continuously enhance the user experience (UX) on the website, particularly focusing on the recipe page, to drive key performance indicators (KPIs) such as print, save, review, and share actions. With a mobile-first approach, we aimed to implement new visual and text cues that would not only improve user engagement on the recipe page but also trickle throughout the rest of the site, ensuring a consistent and delightful user experience across all devices.
Challenges
Despite having a robust collection of recipes, Cook with Campbell's faced challenges in maximizing user engagement and achieving desired KPIs on the recipe page, especially on mobile devices.
The existing design lacked clear prompts for users to print, save, review, or share recipes, resulting in a suboptimal user experience and underutilization of valuable features.
Strategy
Conduct thorough user research to gain insights into the behaviour, preferences, and pain points of the target audience. Analyze existing data to identify patterns and areas for improvement on the recipe page.
Prioritize the mobile experience by designing and optimizing the recipe page specifically for mobile devices. Recognize the increasing trend of mobile usage and ensure that the design is responsive, fast-loading, and easy to navigate on smaller screens.
Implementation
Mobile First Redesign - Recognizing the growing importance of mobile devices in peoples culinary journeys, we initiated a mobile-first redesign of the recipe page. This involved optimizing the layout, navigation, and interactions specifically for smaller screens, ensuring seamless access to recipe content and action buttons.
Clear Call-to-Actions (CTAs) - We strategically placed prominent CTAs throughout the recipe page, guiding users to perform desired actions such as printing, saving, reviewing, and sharing recipes. These CTAs were designed to be easily accessible and intuitive, enhancing user engagement and encouraging participation in various activities.
Visual Enhancements - To improve the visual appeal and usability of the recipe page, we introduced new visual cues such as vibrant imagery, interactive elements, and intuitive icons. These enhancements not only made the recipes more visually enticing but also facilitated easier navigation and interaction, resulting in a more enjoyable user experience.
Results
Increased Engagement - Users exhibited higher levels of engagement with the recipe page, as evidenced by a rise in interactions such as printing, saving, reviewing, and sharing recipes.
Improved KPIs - Key performance indicators, including print, save, review, and share actions, experienced notable increases, reflecting enhanced user satisfaction and participation.
Positive Feedback - User feedback indicated a positive response to the redesigned recipe page, with many praising the improved usability, clarity of CTAs, and overall aesthetic appeal.