DuncanHines Inspiration Redesign

Transforming a lagging brand into an industry leader both online and offline through relevant content. Based on an insight from surveying over 1,000 Bakers — bakers seek inspiration from their recipes — we turned the Duncan Hines website into hub for bakers’ inspiration. We created a content-responsive platform that combines Pinterest-style visuals with predictive search to create a personal recipe for content. The site was tested across 5 Baker groups representative of the various Baker segments. Other features of the innovative, award-winning site were:

  • Content that builds cumulatively as bakers browse, and constantly refreshes as they search

  • Recipes are grouped based on similar characteristics that enabled search to trigger unexpected connections. Voila: inspiration

  • Photos include iconic lifestyle touch points along with recipes for a delicious combination

 
 

Design Structure & Infinite Scroll

Dynamic tiles and custom categories relied on heavy tagging and curated UGC from bakers club members

 

Inspiration, Product and Recipe Tiles

Endless categories were inspiring a scroll-to-explore behavior which increased time on site

 

Collaborative Recipe Sharing

Consumer insights lead to the core truth…they were coming to the site for recipes, not products

 

2014 – One Show Merit Award – User Experience Design - Web / User Experience

2014 – One Show finalist – User Experience Design - Web / Design Craft

2014 – Gold W3 Award – General Website: Food and Beverage

2014 – Silver W3 Award – Website Features: Visual Appeal

2014 – Silver Davey Award – Websites: Food & Beverage

2014 – Gold Horizon Interactive Award – Websites: Restaurant/Food Industry