WEBSITE DESIGN
Research / Design Audit / Design Systems
Overview
The Brief:
Del Monte has acquired Kitchen Basics and wants to create a website that showcases their range of stock and broth products, where to buy them and the meals you can make with them.
Role:
Lead UX/UI Designer
Team:
Nevine Khan, Micheal Caroll
The Goal
Encourage users to try kitchen basics’ broths to taste the difference that good quality broth can make in both simple and complex dishes.
The Strategy
Showcase a catalog of recipes that the key demographic is looking for, to not only drive traffic to the site but show the variety of dishes that kitchen basics’ products can be used for.
The Process
01: Research & Competitor Analysis
I did a deep dive into Kitchen Basic’s competitors to identify the threats and opportunities. Overall, the main opportunity was that competitors were using color palettes that did not feel appetizing and they did not feature a lot food photography….basically their sites didn’t make me feel hungry!
Competitors
Threats:
Strong branding, in some cases, that differentiates them from the rest
Inviting messaging
Opportunities:
Cluttered pages
Not a lot of food photography
Focused more on showing their products rather than what you can do with the products
Color palettes either lean cold or too trendy
We created 10 page layouts to strategize what kind of content should exist on the site and where, and what functionality is needed for optimal user experience.
02: Low Fidelity Wireframes
03: Design
I took inspiration from the Kitchen Basic’s most popular and recognizable packaging, the chicken stock for the designs. I focused on utilizing the bright yellow and incorporating elements from recipe cards and cookbooks to create pages that were bold yet classic.
With no existing brand guidelines to utilize, this design system aims to create the foundation for their branding. The system uses a combination of existing iconography used on their packaging with new custom icons. New fonts were sourced to replicate the same feeling as their packaging but work better in the web/digital space.
