Case Study

 

Jimmy Dean Case Study

March 2017

 

 
 
 

The Challenge

Collaborate with Tyson (the client), Tyson IT (Development) and Ogilvy (Agency of Record) to enhance the Jimmy Dean website to better showcase key products, recipes, relevant moments and future campaigns.

 
 
 
 

The Solution

 

Create a responsive—device optimized—website with the flexibility to house a collection of products, recipes and go to market campaigns. Develop a detailed style guide to include global UX elements, grid architecture, color pallet and typography. Provide photography enhancement to better align with the Jimmy Dean brand.    

 
 
desktop_comp_flat.png
 
 

Website Analytics

Users primarily browse for products, recipes and coupons, but gravitate toward recipes for larger eating and entertaining occasions. Mobile devices far exceed traffic over desktop and tablet with high peaks in the morning and evening. Website traffic swells during mid-week and tapers late-week and into the weekend.

 
 

Devices

Time of Day

Day of Week

 
 

Project Alignment

 

  • Improve SEO by utilizing trending tags to highlight seasonal and topical recipes
  • Dedicate space on website for new products and recipes 
  • Embed video content within the website
  • Create flexible components to seamlessly integrate evergreen campaigns
  • Utilize and optimize Bazaar Voice experience 
 
 

Philosophy

Fluid

Create an experience that is consistent and flexible between devices. 

Modular

Utilize scalable design elements so the website can change with the brand's needs.

Light

Optimize content to minimize weight and preserve loading times.

 
 

The Process

Utilizing an agile workflow our team was able to divide the project into two week sprints for a total of four sprints. UX development was generally a week ahead of design, but a lot of crossover was necessary to hit our target deadline. Our team was ahead of schedule for most of the project which allowed for more time and flexibility to develop a detailed style guide. 

 
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Website Mood Board

Inspiration was drawn from a variety of examples that showcase a strong catalog of imagery with a flexible and responsive format. 

 
 
 

UX Collaboration

The design and UX teams constantly collaborated in a effort to combine the best look and feel with a powerful and intuitive user experience.  

 
 

Typography

Grids 

Mobile Grid 320 px

Tablet Grid 768 px

Grid 768.jpg

Desktop Grid 1024 px

Grid 1024.jpg
 

Desktop Style Guide

 

Mobile Style Guide

 
 

Final Design

The final design illustrates a modern and fresh look that reinforces the distinctive brand voice for Jimmy Dean. It is also fully responsive, flexible, easy to navigate, and accommodating to any future content.

 
phone_tablet.jpg
 
 

Recipe Mood Board

In addition to building the website I have been asked to develop a photography guide, mood board and oversee any photo shoots specific to the website. Starting with recipe imagery we have photo shoots planned to take place in the next few weeks. 

 
 
PhotoGuide.jpg
 
 
 
 

Results

Although the website is still in development we are eager to measure its growth by evaluating organic search traffic, page views, product locator usage, recipe engagement and the number of user ratings and reviews. 

 
 

TBD