My Role

Creative Direction
UX Research & Strategy
Conceptualization
Digital Wireframing
Digital Prototyping

Project Goals

Hamburger Helper wanted to improve their website by making it easier for users to find recipes and learn about their products. They also wanted to focus on mobile users since many people use their phones for cooking ideas and grocery shopping.

Target Audience

Hamburger Helper’s target audience is family households looking for quick dinner ideas with readily available ingredients.

Solutions for Success

Highlight Recipes

I advised organizing recipes by specific categories and collections, as well as prominently displaying keyword search boxes for quick results. Then, focus on the hierarchy of the information listed on each recipe page. Ingredients and instructions are the main content areas of focus. Use prep time, cook time, imagery, and share features as complementary additions. Create a website that offers users a quality experience across mobile and desktop platforms while maintaining the integrity of the design and brand experience of Hamburger Helper. This includes desktop, tablet, and mobile views, as well as the print view for recipes.

Product Representation

Popular or new products needed to be highlighted on the homepage to promote different flavors or options for the user to explore. The original product pages were very difficult to navigate because all products were stuck in a scroller. Displaying them all at once on the page allows the user to scan multiple products at a time as well as allow them to narrow down their options with the product filter selections. Adding “Related Products” or “Products You Might Like” to pages like the individual product page also gives the user another opportunity to view some products they may have missed from the previous page.

Enhance the Brand

The familiarity of Hamburger Helper’s brand colors and hand icon needs to be utilized to bring energy and excitement to the site, enhancing the user experience. There also needs to be a focus on content so it can be educational with a fun personality that coincides with the values of Hamburger Helper. Hamburger Helper is a familiar family favorite and should be portrayed with real-life families in environments that Hamburger Helper consumers can relate to.