Situation

Red Star Yeast may be one of the most iconic and recognizable yeast brands on the market; a brand preference often handed down through generations of family bakers. While some recipes make their way through the family lineage on notecards and in cookbooks, the most popular source of recipe inspiration today is found online. To ensure their recipes and baking tools make it to target audiences, a fresh new website design is needed to meet consumer needs and improve user experience.

Objective

Provide today’s home bakers (whether new to baking or a long-time pro) with an easy-to-navigate website with product information, online recipe inspiration and baking “how-tos” they are craving, keeping Red Star Yeast competitive in the marketplace.

Approach

- Prep: We first take a look through the eyes of the end-user, taking a deep dive analysis into the current website and trends in the marketplace to identify needs of the target audience and define goals for the new site.
- A new look: After defining an updated web style guide, we design a refreshed user-friendly interface to improve user experience and functionality, being sure to keep desktop and mobile experiences in mind. Photo and video shoot was conducted to capture new image assets for the site.
- Enhanced features: Then, we begin the development of the new site. Enhanced features and functionality such as the Recipe Collections and a learning center provide home bakers with all the baking know-how they need to be successful in the kitchen.
- Serve with the secret sauce: Finally, we prioritize a strong SEO strategy – keyword research to determine content topics and structure/how it’s displayed and adhere to technical best practices.

Results

The Red Star Yeast website is redesigned with a fresh, modern user interface – ultimately leading to an overall improved user experience for home bakers looking for easy access to tips, tricks and delicious recipes.

Organic traffic up 67% on Recipes page in the first three months post-launch. Recipe Collections pages combined had 17,515 views in the first three months. Overall visits to the website improved by 39% since launch.