I led an Agile team to launch this responsive, content-rich site for Target. Elevating grocery perception and supporting sales were top goals, so content and function were designed to bring easy, wholesome meal solutions across many points of guest contact, including a hub destination, SKU pages, lists, offers, and in-store. My role was to set strategy and voice, conceptualize the product, set scope, create interaction designs and specs, manage visual design and content, and bring the product to launch.
My company launched a white-label store that integrated seamlessly with Calphalon’s existing site architecture and design. Once the store was up and running with Calphalon’s existing UI, I oversaw functional enhancements and interface optimization. In this example, I show how task-based user testing drove significant change to key interface architecture including the global header, global navigation, and product page.
After Target acquired Cooking.com, an e-commerce destination with supporting editorial, the business decided to migrate shopping offsite and focus the brand entirely on food content. I managed product, UX, design, and content for Cooking’s original responsive destination and for this project. Cooking.com’s new experience leveraged our responsive pattern library to provide a gentle transition for long-time customers and an appetizing experience across desktop, tablet and mobile devices.
Celebrating its 35th year, CHEFS was prime for a brand refresh after Target acquired the company in 2013. As my team and I worked to modernize CHEFScatalog.com’s interaction and visual design, I also led a cross-functional group to identify and establish a verbal and visual brand voice. User testing helped us measure the success of our efforts.