A beloved and very popular recipe website comprised of UGC (user-generated content). Originally built by a family in Adelaide who wanted to share their recipes with friends online, it was eventually bought by a larger media company, but still retained the ‘made by us’ feel and strong community involvement.
The site was old and clunky and the brand was dated, it needed to be brought into the future.
Despite its popularity and the impressive numbers of engaged users, it was a hard sell to advertisers because of its old fashioned look and feel.
There was also a younger audience finding the site through social media, but they were landing on content and leaving. There was no flow throughout the site with a lot of content ‘dead ends’.
The brand deserved an experience that supported its vibrant, devoted community, but would also encourage new users to get involved too and get advertisers excited about the product.
Attract and retain a younger demographic , who are interested in connecting back to their roots.
Before the project commenced, the editors sent out a survey to existing readers asking them what they would change about the site. The majority of respondents replied: ‘Nothing!’. The feeling of ownership from existing users is every brand’s dream, but can make rebrands and redesigns tricky to navigate. How do you successfully update a site without isolating existing users?
Lead product (re)designer. Presentation maker and presenter.