National Pork Board website redesign
For the National Pork Board project, I was the lead digital designer through launch. I worked with the client to define the details of the scope, as well as the digital strategy for the new recipe hub experience.
THE CHALLENGE
We had to move consumers beyond thinking of pork as just “The Other White Meat” and reintroduce it as a versatile, everyday protein.
That meant developing a new strategy for today’s shoppers, a fresh creative look and feel, and a full-funnel media campaign to shift perception—and increase consumption—at scale. To support that media campaign, we needed to turn awareness into deeper recipe exploration, repeat visits, bookmarks, and shares.
ROLE
Lead Digital Designer
PRIMARY SKILLS
UI & Interaction Design
Reusable Pattern Library
WCAG 2.1 AA Compliance
Interactive Prototyping
Stakeholder Management
BARKLEYOKRP WEB TEAM
Heather Morrison (User Experience)
Jake Turpin (Content)
Dave White (Development)
Mandy McFadden (Client Experience)
Megan Kelly (Project Management)
Plus many more who deserve a massive amount of gratitude!
THE INSIGHT
Strategy began by understanding why pork is the #1 protein in the world, yet ranks #3 in the US.
Consumers have a natural sense of discovery which extends to eating, but they don’t realize that many of the dishes they love and enjoy are already made with pork. This insight provided the opportunity to position pork as a gateway to flavor and discover more of what they already love (more than just processed; more cuts and more prep options).
Based on that strategic insight, BarkleyOKRP created a new brand identity for pork and invited new generations to "Taste What Pork Can Do". The identity included 21 unique video spots and 40 recipe stills.
“First, I want to say how impressed we are with the site design—Jose was just as thrilled with the layout as I was. Truly amazing work! It’s well-designed, user-friendly, and most importantly, visually appealing. Huge kudos to the team for bringing this vision to life.”
ATIYA DORN, SENIOR DIRECTOR OF DIGITAL MARKETING, NATIONAL PORK BOARDTHE SOLUTION
We brought the vibrant and delicious look and feel of the “Taste What Pork Can Do” brand system into the digital space. We brought together all the pork.org recipes into a new experience that prioritized simplicity and showed off the stunning food photography. The landing page doubled as a recipe finder where users could search and filter recipes by an in-depth taxonomy from cut types to different cooking methods. Usability on the recipe detail pages was enhanced with features such as an ingredients list that doubles as a shopping list and a “Cooking Mode” toggle within the directions section to keep the screen awake while cooking.
THE RESULTS
667K+ site visits in 2 weeks, a 1.159% MOM increase
14% SVR on Search, 367% over benchmark