Dole Fresh
recipe site experience
Digital Creative Director @ Dentsu McGarryBowen
As the world's largest supplier of fruits and vegetables, Dole is dedicated to the highest quality standards, providing people nutritious, farm-fresh products that taste delicious and exceed expectations.
What we did
Content strategy, Information architecture, Brand design, UI/UX design, Art direction, Accessibility, Animation and Design system.
The ask
Dole had a challenge. Dole is primarily known for bananas and pineapples and less for their vegetables and salad kits. To change this perception, Dole needed a stronger organic web presence to increase awareness of their lesser known vegetable produces and salad kits. We needed to increase page authority for Dole, we needed to create a content rich experience, we needed a recipe experience.
The thinking
During our discovery, we uncovered that to increase page authority for Dole, we needed to create an engagement content rich SEO experience. Recipes are a creative way to drive engagement with customers. Recipes are also a SEO goldmine. We learned that by creating recipes that are following the trends will consistently channel customers to our site. And by being seen as a reliable recipe leader will lead to more brand recognition and increase feelings of trust, connection and community with Dole’s customers. Not to mention that giving customers a multitude of ways to utilize Dole product will create additional demand and an increased frequency of a repeat sale.
Developed moms, working professionals, and foodies persona based on our research and market fit.
Conducted user interviews and research with the client and our research team to gain insights on how our personas search for recipes, and their dietary concerns, pain points, and needs.
Conducted closed card sorting exercises to help organize and design Dole's information architecture, recipe categories and tags, nav structure, and user-flows.
Led and designed with team on a recipe-centric Ecommerce experience and a design system that reflects Dole's commitment to providing healthier eating habits, including custom icons, colors, fonts, food photography style, tone and voice.
Ideated and designed a recipe filtering system component, recipe cards, and recipe pages to create an easy yet delightful recipe search experience across the site while educating the users on Dole's diverse product line.
Created an intelligent SEO-driven long-form recipe landing and detail page to increase domain authority.
