Sep 18, 2019 – Mar 19, 2020
Knorr Campaign – Lead UX
IBM, London
Project Background
The flavour profiler will be the digital experience component of the campaign which consumers can engage with to find their own mood/flavour matching and ultimately be served up a recipe from Knorr.
For the flavour profiler to hold integrity, the matching of the foods and moods will need to be done to a scientific enough level. Enough complexity in the data/variables for each user will be required to deliver a unique experience each time.
Research
This campaign was primarily aimed at millennial trying to generate brand recognition for the Knorr brand. As part of this we decided it would be a great opportunity to pair with a university (UAL) to run workshop with students to define what kind of experience would they like to see relating to the brand.
Through this workshop we were able to identify areas of interest and concern for our target users, as well as explore the digital experiences they found the most compelling and why.
Based on the knowledge gained during this workshop we created user archetypes which which we would use as north stars for any further ideation/design we would conduct.
Based on the feedback and market research we conducted we create a problem statement of “With busy lives we lack time to think ways we can reconnect with people in our lives”, using this as a starting point we started exploring how we could use food to bring people together.
Looking at our research and problem statement we created a high level mapping of the linear experience we wanted to create.
Experience Design
As part of my exploration I created a number of quick paper and digital prototypes to test possible interactions as we explored color and skeuomorphism as ways of making the campaign visually compelling more engaging.
Ultimately we decided to focus on aligning visual direction to Knorr’s website to promote people who engaged in the campaign to regularly visit the website for recipes and new product info. served up a recipe from Knorr.
For the flavour profiler to hold integrity, the matching of the foods and moods will need to be done to a scientific enough level. Enough complexity in the data/variables for each user will be required to deliver a unique experience each time.
