Hellmanns: On the side of food

Overview

Defining the digital experience for Hellmann’s food. Positioning them as a brand inline with new lifestyle choices: for example, offering health-conscious,
free-from and light options.

● Role

Lead designer

● Skills

Product, UX, UI, Brand, Strategy, Motion, Prototyping

● Platforms

Web

● Team

1x Design Director
2x Lead Designer

Minimal lovable product (MVP)

It was important that the products and recipes were at the core of the site, supported by high-level landing pages, group pages and product detail pages. We created a customer-facing editorial area, offering a stylish and functional introduction to the brand’s identity. By adding intelligent cross linking between main sections, we facilitated long, immersive journeys through the site, ensuring that there were no dead-ends.

Curated quality not overwhelming abundance

By scaling back the volume of content, we ensured that every element of the site provided an engaging and entertaining brand experience.

Effortless and flowing

Exploring a site’s content should not feel effortful, overwhelming or fiddly. We have ensured the website is fast, responsive and is accessible via shorter journeys.

Our approach was to make further detail optional: for example, nutritional information was not displayed on the initial page; users can instead click, tap or hover to see extra details.

Made for me

The site is personalised to the user’s needs wherever possible, utilising any available contextual data to enhance their experience.