General Mills
As a staple in the consumer packaged goods sector, General Mills was looking for ways to enhance digital engagement with their customers, launch new products and lower printing costs across multiple divisions.
Role
UX Designer creating prototypes and mockups for new and existing products to integrate digital interaction and improve website experiences
UI Design to refresh online recipes to meet consumer needs and add sustainable value
Pre-press, retouching, production and package design to improve and streamline production processes to launch swiftly, lower costs and improve product quality
Tools
Adobe Illustrator & Photoshop for design assets, branding and mockups
Adobe Indesign for print and marketing campaigns
HTML/CSS for digital brand library to share assets
Betty Crocker
Recipe Book Revamp
Over As a staple in the consumer packaged goods sector, General Mills was looking for ways to have better digital recipes. Sales were declining for the pocket recipes books sold in stores and printing costs were rising. Additional ways to search and find recipes was needed. A better digital experience, featuring seasonal ingredients and Betty Crocker products to increase engagement.
Betty Crocker Solution Highlighs
Meeting with internal teams, reviewing website analytics and analyzing consumer online reviews provided a roadmap to improve the customer experience with online recipes transitioning from printed magazines. Research showed new web layouts that featured seasonal product searches were needed. Consumers were searching for the ingredients first, and then for the recipes to match their ingredients. The consumer did not always know the the recipe name to search for and using ingredients on hand were common habits.
Using the monthly recipe cookbooks as a starting point, the website offered immediate access to trusted recipes as the amount of printed cookbooks decreased. To mimic printed themes consumers were used to, the web layouts were created to have feature landing pages of ingredients that would link to existing or new recipes. The new feature pages would attract new consumers who searched for ingredients first and recipes second. This added value to existing products by featuring at least two products that rotated out bi-weekly on the page banners. The feature pages would also provide a new way to introduce and launch new products from multiple departments to cross-market General Mills product lines.
Recipes got a more modern design with easy to follow steps, dynamic ingredient photography, and access to additional content to improve the consumer experiences. Recipes were now available 24/7 online, with a refreshed look . Web traffic increased by over 80%, consumer reviews improved and the Betty Crocker brand was now positioned for sustainable digital value.
Wheaties Fuel Cereal
Product Launch
Working with internal creative directors, designers, account managers and multiple General Mills teams, I was able to identify production gaps in the upcoming launch of Wheaties Fuel cereal to shorten production times. Working directly with print vendors, requirements upfront, I was able to modify prodution times by incorporating streamline pre-press and print production time to align vendors and internal teams with tight deadlines to meet the marketing launch date for NFL Superbowl week. Additionally, I generated UX/UI assets by building a digital library for external partners to provide consistent branding that gave the marketing team access 24/7 to create the printed and posted materials needed to successfully launch the new cereal line.
Wheaties FuelHighlights
The new Wheaties Fuel cereal met several key stakeholder expectations:
Elevation of the GM brand during Superbowl week by introducing a new low carb healthy cereal for the male athlete.
Streamlined print production methods to cut down on costs and time and achieved a high quality product.
A digital brand guide with key assets was created so all teams could build marketing materials for multiple launch events and campaigns.
The product launch yielded several additional extensions into existing food categories (snack and protein bars divisions) to create additional new products.
