David Marks ~ Interaction Designer
Philadelphia UK Website
Wednesday 4th June, 2008
Lead Designer
Designed with Pete Hamblin (Art Director), for Digit.
Kraft approached Digit to refresh there current Philadelphia UK website. After looking at the content of the current website, we started to work out what information customers might find useful, and rearranged the information hierarchy accordingly. With the recipes section of the website proving to be most relevant to users, it made sense to use this as the main focus of the website.
Upon arrival to the new website, you are presented with a recipe chosen at random but relevant to the time of day. Breakfast, lunch and dinner idea's depending on your visiting time, thus giving a fresh homepage on each visit. From this point you can choose to either view the featured recipe, browse other recipes, or navigate deeper to find out other information about Philadelphia.
As part of the focus on recipes, we introduced search tools and filters to help improve the usability of searching for recipes. These tools enabled the user to filter recipes by cooking time as well as dietary preferences. We also suggested some potential features for phase 2, including an "SMS me the ingredients" feature.
To date this project has gone extremely well, and as a direct result Digit has been awarded a much larger project with Kraft. For the first time with a client this big, the new project has come directly to Digit, by-passing the larger advertising companies that projects of this size normally come via!
