Brand Introduction

Kraft foods is the second biggest food cooperation in the world which has 100s of brands under their umbrella including brands you use every day, Jello cool whip, Baker’s, Philadelphia, Vegemite and more. The Hyperfactory from 2007+ is Kraft’s mobile agency of record and in 2009 was asked to make some major updates to their hero iPhone application iFood.  

My Contributions

I was tasked to redesign to look and feel of the application and to provide insight to improve overall functionality. I incorporated a new home screen which features a tactile feel of a breadboard with hero recipe cards and spring board icons to inspire the chef inside us all. The improved look and feel allows the user to easily navigate to all the new features including the coupons section. This coupons section was one of the first applications to complete the user journey from engaging with the applications recipe content through to purchase of the Kraft products. The improvements of look, feel and functionality of the application added the much-needed enhancements to the look, feel and experience for the budding chef.

I am currently the lead designer on all Kraft mobile properties and am in the process of redesigning the current mobile site. As apart of this redesign we are attempting to take a ‘mobility’ and ‘touch’ first approach from the look and feel through to the end user experience. This will filter down to formulate the basses of the mobile, tablet and desktop web properties. 

The new mobile site will include the features of the current iFood application taking in to consideration its current issues and pushing the boundaries and capabilities of the mobile web. On completion of the new mobile site the new encasements will be incorporated into iFood application after a comprehensive and careful analyses of the new features to push the boundaries of the application. 

For more information about this process please contact me otherwise keep an eye out of this space.