Client: World Kitchen / Winter 2013
My Role: Associate UX Director
Platform: Demandware
World Kitchen is a "meta brand" that owns popular household names like Pyrex, Corningware, Corelle, etc... Previously these brands all had their own (poorly maintained) websites and World Kitchen's new digital strategy was to bring them all together under the World Kitchen Umbrella brand. They hired Fluid to help them design the experience for this new digital flagship website, which was also going to have an ecommerce component to it.
Particular UX Challenges for this project was the navigation structure, it needed to be a site that could scale for multiple sub-brands, but also wanted to allow customers to shop by category and not just brand. Also, the site was Responsive, and a big piece of the digital strategy was around revitalizing the brand, communicating it's rich heritage, innovations, and providing a framework to combine content and commerce in a compelling way that both educated and inspired customers.
TAXONOMY & METADATA
SITE MAP
WIREFRAMES
