Client
Krusteaz
Project Type
Website
Contrubution
Design Direction, UI, Product Design
Team
Tombras Agency
Overview
As the Digital Design Director at Tombras, I was tasked with revitalizing the Krusteaz website. The goal was to elevate the brand's online presence, aligning it with their iconic status and new brand direction.
Challenge
The existing website was outdated, difficult to maintain, and didn't reflect the brand's aspirations. The client expressed dissatisfaction with the current look and feel, stating it was inconsistent with their brand image. Moreover, the outdated content management system hindered efficient updates, negatively impacting the user experience.
Solution
To address these challenges, I quickly pivoted from the initial design direction and collaborated with the UX team to develop a modern, fresh, and innovative look and feel that aligned with the client’s new brand identity. I worked closely with the client and internal stakeholders to ensure a clear understanding of the project goals and to gain their approval for the new design direction. By focusing on a user-centric design that was both visually appealing and easy to navigate, I aimed to enhance brand engagement and drive conversions.
Krusteaz
Interactive Flavor Experience
Early on I started with a basic traditional style. Using a seriffed font and the older style from their branding. (Seen below) However sharing this look with the team, they told us that Krusteaz was looking at a new style that was more bold and focused on makers. This quickly got the UX team and I thinking about how we could add more unique interactivity to focus on makers, who use the Krusteaz product.
Personalized Recipe Recommendations
To engage users and showcase the versatility of Krusteaz pancake mix, we then developed an interactive flavor chooser. This innovative tool allowed users to experiment with various ingredients commonly used on pancakes, visualizing the endless possibilities for creating delicious breakfasts. By focusing on the "maker" mindset, we aimed to inspire culinary creativity and strengthen the connection between the brand and its users.
(shown below is the iconic pancakes and syrup)
To further empower the "maker" mindset, we introduced the "Give Me Something to Make" feature. This interactive tool guided users through a series of ingredient-based prompts, tailored to their preferences and pantry inventory. By selecting desired ingredients, users were presented with a curated list of recipes and corresponding Krusteaz mixes, encouraging experimentation and culinary exploration. The visually engaging interface, featuring iconic Krusteaz red accents, enhanced the overall user experience.
Visual Storytelling: A Maker's Perspective
To visually communicate the brand's "Makers Wanted" ethos, we developed unique layout patterns that prioritized user engagement. By incorporating captivating product imagery that invited users to envision themselves baking and creating, we aimed to inspire a sense of culinary adventure. These patterns were optimized for mobile devices, ensuring a seamless user experience across all platforms.
Immersive Recipe Experience
To enhance the user's culinary journey, we integrated subtle background elements into recipe pages. For example, lemon slices were incorporated to visually represent the fresh, zesty flavor profile of Krusteaz baking goods. By combining these visual cues with simple, step-by-step instructions, we aimed to inspire users to confidently embrace their inner maker.
Below was the prototype we shared with client for the design direction
Outcome: A Revitalized Brand Experience
Though I left the Tombras Agency before the complettion of the project, my contributions to the Krusteaz website redevelopment were instrumental in elevating the brand's online presence and driving significant user engagement. By focusing on a maker-centric approach and incorporating interactive elements, we created a more compelling and user-friendly experience.
Improved User Metrics in its first month:
- 15% decrease in bounce rate
- 19% increase in pages per session
- 33% increase in session duration
- 25% increase in "Where to Buy" page views from organic search
on top of those numbers the client also had a lot more to love:
- Interactive Features: Developed innovative features such as the interactive flavor chooser and personalized recipe recommendations to inspire culinary creativity and foster a deeper connection with the brand.
- Streamlined CMS: Implemented a user-friendly CMS to empower the client to easily update and maintain the website, ensuring timely content delivery and brand consistency.
