The GoodFoodChannel.co.uk is one of the largest food related websites in the UK boasting over 13,000 recipes from talent such as Jamie Oliver and Gordon Ramsey, and millions of visitors a year.
In 2009 we re-designed the site from the ground up and built a mobile companion site to give our visitors an experience more geared towards their needs and behaviors.
TV executives within UKTV, the network that the channel is part of, wished to augment the entertainment aspect and so we met our challenge head on.
CREATIVE + ART DIRECTION
› Collaborated with TV executives, editorial, development, product and design teams to shape and form website offering
› Lead visual design team of hand selected talent from the best of the London design scene
› Brand enhancement and management congruent with on-air identity
› Controlled balance between functional, information rich site and TV experience
› Content strategy: Worked closely with editorial teams to shape and form website's growth
› Participated in developing briefs for user-testing agency to garner desired insights
› Applied insights and learnings from testing sessions to IA, creation of user-journeys, and wireframe, interaction and visual designs
› Created quick prototypes for ‘trouble spots’; proposed various solutions for improved user experience
› UI library creation and maintainence to ensure standards + consistency
A strong focus on the user experience resulted in insights and understandings that lead to the creation of a fresh, new site where visitors hung around longer and dug in deeper.
UKTV's premiere channel brand recipe website