Tasting Table
Problem: The existing site was outdated, clunky, and forgettable.
Users: Everyone, but especially foodies in their 30s and 40s.
Tools & Methods: Sketch, Adobe CS; user research, customer journey mapping, site mapping, wireframing, prototyping, iterating.
Hypothesis: We believed that by refreshing the Tasting Table brand, we could evolve the site into a must-visit destination and cement the brand’s status as a leading voice. We measured our success through client satisfaction, increased site traffic, and positive industry responses.
Timeline: Approximately 3 months.
Timeline & Strategy
Tasting Table was a pre-existing site so we needed to balance the new design and categories with the old content. Below are some shots of the old site design:
Site Map
We had a few goals going into the project: organize the endless content and information to be less overwhelming; add straightforward categories and CTAs; make the site responsive; provide space for sponsors and advertisers without detracting from the user experience.
The sitemap indicates the breadth of content that needed to be redesigned. RA designed the red & blue boxes.
Sketches & Wireframes
The ideal target audience for Tasting Table love a good meal, are happy to splurge on quality, and cook in their free time. They want to easily access things both at home and on-the-go. Below is an example of the video landing page, one of the screens on which we worked.
Sketch: The video landing page needed striking visuals with automatic transitions to keep users engaged.
Wireframe: After iterations of the lo-fi sketch, video filters by category were added to the design. Tasting Table's web series is found below the fold.
Final Design: Four videos were featured at the top, with additional videos below category filters. Subtle ad space was added throughout.
