Taste.com.au

Redesign • News Life Media • Lowe Profero • 2013

Or: How to redesign a train in motion

 
 

Designing something that is already successful, and brining in a huge amount of revenue, is a truly risky ordeal. It's important offer a modern looking and feeling digital experience to your customers, but any changes can be disruptive to users, which can in tern be disruptive to the bottom line.

Taste is one of Australia most popular websites. Not most popular food sites, most popular websites. In the top 10 most visited each month. Any changes are risky and are sure to anger people. However the site had become very dated, both aesthetically and structurally and needed an update.

The limiting technical factor however, was the the site page templates could not be recreated, only restyled. This was truly a unique challenge when the brief was to create an all new look and feel.

I lead a team of designers to redesign the desktop and mobile sites while a branding agency focused on rebranding the taste brand. These two projects fed off each other, with ours defining colours and typography, with theirs establishing an attitude and a handful of visual devices.

As well as restyling with a much more modern and consistent look and feel, we also managed to fit in a change to the navigation that has made the structure of the site much easier to discover and move between which massively increased the dwell time on the site. 

The redesign gave this site a new lease on life. Users were by and large extremely happy with the new look, and not only did revenue not take an initial hit, month on month reports showed strong growth for the following year. 

The technical team at News Life Media that made the changes with no downtime or disruption go down as some of my greatest technical heros ever.

Mobile App redesigned alongside the desktop web experience

 
Home page heroing the communal act of cooking with a "who is cooking this today" feature

Home page heroing the communal act of cooking with a "who is cooking this today" feature

The real hear of the site, Individual recipes. 

The real hear of the site, Individual recipes. 

Matthew Delprado