CHALLENGE

Kraft strategically overhauled their brand presence and needed a website that was more focused on giving its consumers what they were seeking: a community. The challenges were many for a 120+ page site that needed to retain much of its content and infrastructure but also needed to be geared towards user-generated content and sharing.

 

SOLUTION

After establishing personas and analyzing how Kraft could stand out in the competitor's eco-system, by working with Kraft's SEO and Analytics team, we were about to identify the best navigation grouping, as well as take advantage of their most popular feature, the "use whats in hand" tool

 

RESPONSIBILITIES

Strategist, UX designer, CX Developer, User testing lead, Creative Direction