vici

• Role. The only designer on the team.

• Timeline. 4 months.

• Starting point. A redesign after a rebrand: the old site did not help sell the products.

• Outcome. A new site for all devices where recipes and products are linked to each other.

Make a new site in the refreshed brand style where people spend more time and then buy the products in a store. The site has no cart — it sells through ideas.

The client’s technical condition: pages must open quickly over mobile internet right in the store, so no heavy video or animation.

Why people come. Not for fish specs but for an idea of what to cook. So the site is a cooking magazine.

Where the dead ends are. On the old site products and recipes lived separately — people hit a dead end and left.

Where they visit from. Often from a phone right at the shelf. So everything must be easy one-handed.

I compared the options with three questions: will people stay longer, will they get to a purchase in the store, and is it convenient on a phone.

A — a beautiful catalog. More modern, but the dead ends remain.

B — a separate recipe blog. Inspiring, but it does not lead to a product.

C — a magazine where recipes and products are linked. Inspiration turns straight into a shopping plan.

I chose C — only it both keeps people on the site and leads them to the shelf.

A recipe that led nowhere. In the first version I kept the old structure: products separate, recipes separate. When I walked the shopper path “looking for a dinner idea → figuring out what to buy” through the prototype, it broke off at the end of a recipe. That is how the links between recipes and products appeared — the project’s key decision.

A blue that did not read. The brand blue on a white background was too pale for text — a contrast check showed this. I adjusted the shade for text and kept the color’s character in large accents.

The client’s main question was how to tell whether a site without a cart helps sales. The answer: we look at how many people go from recipes to products, how many pages they view and whether they come back from their phone.

I gave the developers tidy layouts and a ready map of which recipe leads to which product.

How I work. When the prototype showed a dead end in my own first version, I reworked the structure instead of defending the convenient solution.

I do not have post-launch numbers yet, so I describe what I changed and what it should affect.

What became easier on the site

• No dead ends: from a recipe to a product and back. More people will find the right pack.

• The next recipe is always close — people stay longer.

• Tags — the right thing is found faster.

• A light mobile version — quick and convenient right in the store.

How the site tells the brand’s story

• It sells a dish, not a product — like a cooking magazine.

• The brand’s products are visible in every recipe.

• A light, modern style helps move away from the “cheap frozen food” image.