- Requirements gathering
- Flows and IA
- Concept ideation
- Wireframes and documentation
- User testing
On this project I had support from my UX colleague that lead the Campbell's Kitchen app engagement. We wanted the two platforms to work together, so it was very beneficial to collaborate and share research and insights.
This was a very lean team with lots of presentations initially lead by the Director of Strategy.
Communicate the benefits of a modular design system internally and to the client. Lead presentations, prototyping the experience, include & support the visual design team in the workflow, and create final documentation.
Everyone involved formed a solid understanding of the framework and collaboration between departments thrived.
Senior User Experience Designer, Rain Agency
Long-term vision for the entire Campbell's Kitchen eco system was to answer “What’s for Dinner Tonight?”. The website providing recipes and editorial content while being complimented with a channel strategy for social, email, Alexa (Amazon Echo), and the Campbell's Kitchen App.
(Note: Excerpt from deck, lead by Strategy.)
Keyword analysis showed us what users were looking for online and validated our primary categories and topics for Recipe Type, Meal Type, and Ingredients
Data from Google Analytics gave us insight to what pages and content verticals were popular, and helped us prioritize content that was recipe centric including what article topics drove traffic.
(Note: Collaboration with Data folks.)
Competitor analysis was created by the team making observations based on general usability, content quality, and brand perception.
To get a user focused angle we conducted user testing to validate/dismiss assumptions through task analysis on mobile and desktop devices. Furthermore, quick and dirty user interviews were conducted on the phone, in person, and in-kitchen.
(Note: Excerpt from deck, user tests, and analysis report.)
The insights and strategic vision helped establish design principles to keep us on the right path throughout the project.
Research was put into context with user journeys, and user mindsets helped understand user goals, decision making, and potential touch points in the experience.
(Note: Excerpt from deck.)
By understanding the current taxonomy and technical challenges, we could put forward a more intuitive and user friendly site structure both for the end user and the client/publisher.
(Note: Excerpt from deck.)
A flexible card system was the basis of the new design system using atomic elements to form cards that could be combined into a number of modules. In the wireframe process we identified card types and modules and made sure they could flex over a number of page types and scale responsively.
Iterations on the wireframes were carried out as I stitched all of the pages together in an Invision prototype, to get a sense of the flow and content. Visual designers collaborated in this workflow as they translated wireframes into design.
(Note: Excerpt from deck.)
Remote unmoderated user tests were conducted to assess any usability issues and potential new features that could benefit the platform, business, and users.
The result was three reports outlining observations, recommendations, and considerations for the second phase of Campbell's Kitchen following the MVP launch of the site.
(Note: Video snippet from test and excerpt from test result reports.)
The launch met expectations and beyond, with a complete re-design and a new editorial section where users can find inspiration and instructions, to invent their everyday dinner experience by answering “what’s for dinner tonight?”.
The launch of both website and app made this project a great experience. This project also allowed me to expand my skills that I brought from Code And Theory and enabled me to modify the internal design language while refining my presentation skills.
Prototyping and guerilla user testing were skills that I further refined during this project and were pleased to see it yield results both internally and face to face with the client.