MasterClass Brand Website

Agency: blubolt

Client: KitchenCraft

Skills: UX & Design

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Introduction

KitchenCraft had identified a need to increase an awareness of its MasterClass brand and to promote trust and loyalty of the brand products. A new site was to be designed with the structure part built from existing templates from the existing KitchenCraft site.

Aims

• Create a brand promoting site,

• Design to look distinctly different from KitchenCraft while incorporating existing templates.

• Increase awareness of the brand and searchability.

Approach

During kick-off and discovery, key pages which needed a full build and those which could be re-skinned were decided upon. I redefined the KitchenCraft sitemap for MasterClass to improve user flow to achieve the project aims. I then wireframed and designed the new pages and created a style guide for the developers to follow for the re-skinning of the site.

Solution

A fully responsive brand site was successfully launched in 2019.

As the primary aim of the MasterClass site was to promote awareness and trust with consumers, a image-led, story telling approach was incorporated. Homepage, navigation and journal areas of the KitchenCraft site were identified for full re-design and build. The journal area of the KitchenCraft site is particularly complicated with an unclear user journey. I redefined the KitchenCraft sitemap for MasterClass to improve this flow, creating a new "News Hub" with bespoke landing page and templates for specialist stories.

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Acquisition of visitors via organic traffic from Google has grown from 0 to 87.62%.