Graham Slick

Every project UX, Design

Country Crock

New product and recipe pages, holiday recipe themes and a reworked mashed potatoes page for Country Crock’s website, at Story Worldwide.

When
2014–2015
Role
UX design
At
Story Worldwide, New York
For
Unilever

At Story Worldwide, Graham worked on Country Crock’s website for Unilever. In 2014 he planned its new product and recipe pages, in wireframes built on the site’s templates and numbered modules: the lineup of spreads, a page for each product with related recipes and reviews, recipe search, recipe pages and recipe themes. The designs that followed in June kept the site’s farmhouse look, with themes for the holidays from Thanksgiving to Valentine’s Day, and that December he adapted the recipe themes for phones.

His user-experience review of the brand’s Creamy & Delicious Mashed Potatoes page, that May, set out what to change: bring the engaging content up, let the page breathe, make sharing easier, use video better and make it all more visual. The reworked page has the recipe, a dozen ways to mix up the mash, how-to videos, tips and the best tools for the job. Along the way he designed new video buttons for the sugar cookie recipe page.

He wrote up an idea of his own for the brand, too: Crockbook, a social network of digital recipe cards that moms would make with their tech-savvy daughters.

Roles User experience design · Information architecture · Campaign ideation

Recipe themes on countrycrock.com: banners for Thanksgiving, Christmas, New Year’s Eve and Valentine’s Day, tabs for appetizers, main courses, side dishes, desserts and leftovers, and a grid of holiday dishes from apple-pecan stuffing to a roast turkey
Recipe themes for the holidays
The product landing page: Country Crock’s tubs lined up on a wooden kitchen table under the site’s farmhouse header, a menu of every tub and stick down the left, and a grid of all the products with their ratings
The product lineup
The page for Country Crock Simply Delicious Spread: the tub on a kitchen counter beside its description and buttons for nutrition facts and where to buy, with related recipes, recipe search and reviews below
A product page
A recipe page for Country Crock Sugar Cookies: ingredients, three numbered steps and nutrition information, a search by cooking method and course, and related recipes below
A recipe page
The wireframe for a product page, built from numbered modules: header, second-level navigation, product detail, a small carousel of recipes, recipe search, product reviews, a promotion and the footer
The product page wireframe
The reworked Creamy & Delicious Mashed Potatoes page: the recipe card, Mix up your mash (bacon and cheddar, one of twelve), how-to videos, cooking and storing tips, the best tools for the best mash, Spice Things Up with flavored spreads, and a newsletter sign-up
The reworked mashed potatoes page
Recipe themes on a phone: a scrolling row of categories under the header, then Top Recipes in two columns: chicken, beef, vegetables, casserole, pasta, baked goods and holidays
Recipe themes on a phone
A recipe theme on a phone: Baked Goods Recipes, six recipes in two columns and a Load more button
Baked goods, on a phone
The user-experience review of the old mashed potatoes page: the page beside five opportunities, from bringing up engaging information and letting the page breathe to harnessing video and making content more visual.
The UX review
Edit suggestions: a wireframe of the reworked page, numbered from the recipe card and mix-ins to the video player, tips, tools and newsletter, with notes on each change
Edit suggestions