McCormick Asia Website
Experience Design
Role: Lead Experience Design
The Challenge
As a world wide leading brand in the spice and flavor market, McCormick has long sold products in Asia, but had yet to have a web presence. McCormick Asia challenged us to create a web presence that would serve Asian customers with more localised flavors, stories and content rather than pushing them to the global site.
As a world wide leading brand in the spice and flavor market, McCormick has long sold products in Asia, but had yet to have a web presence. McCormick Asia challenged us to create a web presence that would serve Asian customers with more localised flavors, stories and content rather than pushing them to the global site.
The Approach
I lead a team who took a deep dive into both the market, consumers, and McCormick's business to understand just what role this site should play.
Stakeholder interviews were carried out with everyone at McCormick from marketing to distributor partnerships. Wide spread social listening also discovered key trends and needs from food lovers all over Asia.
Stakeholder interviews were carried out with everyone at McCormick from marketing to distributor partnerships. Wide spread social listening also discovered key trends and needs from food lovers all over Asia.
The Outcome
The outcome was obvious. Food was seen much differently in Asia to our western counterparts. Ingrained in our lives, socially and religiously. It's a way for families to bond. The new site had to emphasis this.
We also saw that this site needed to play a role for local distributors to be inspired and help them gather information for future events, promotions and product launches.
The outcome was obvious. Food was seen much differently in Asia to our western counterparts. Ingrained in our lives, socially and religiously. It's a way for families to bond. The new site had to emphasis this.
We also saw that this site needed to play a role for local distributors to be inspired and help them gather information for future events, promotions and product launches.
We decided to focus primarily on mobile given the adoption and use in the regions we were designing for.
Recipes before products
We designed and developed a modular design system that put recipes at the heart of the site. Leading with recipes inspired and excited food lovers in Asia, and all recipes of course used McCormick spices. This became a discovery funnel for how McCormick spices could be used in Asian cooking.
We designed and developed a modular design system that put recipes at the heart of the site. Leading with recipes inspired and excited food lovers in Asia, and all recipes of course used McCormick spices. This became a discovery funnel for how McCormick spices could be used in Asian cooking.
A major update to the existing McCormick site modules was undertaken, to make them more mobile friendly and light weight.
