We were engaged by leading agribusiness Manildra Group to transform their flour product – The Healthy Baker – into an eCom solution. We did some initial discovery and flipped the brief, prompting the solution to change from a ‘box moving’ solution to one that focused on rich, engaging, resourceful recipe-style content. Key Take-Away =========== That collaboration with client is key… and we should always be solutions-orientated. Presented by George Pappas at WordCamp Sydney 2019

1. Flipping the Brief | The Healthy Baker
WordCamp Sydney 2019
www.gsquared.com.au Sydney | Brisbane
The Healthy Baker
Flipping the Brief
Presented by
George Pappas

2. Brand Challenges | Through the lens of The Healthy Baker
INTRODUCTION

3. Brand Challenges | Through the lens of The Healthy Baker
DO YOU RECOGNISE?

4. Brand Challenges | Through the lens of The Healthy Baker
DO YOU RECOGNISE?

5. Brand Challenges | Through the lens of The Healthy Baker
ASSUMED ISSUE
Website wasn’t moving boxes

6. Brand Challenges | Through the lens of The Healthy Baker
THE DISCOVERY
Discovery process involved various stakeholder workshops.
1. User persona definition
2. Understanding needs & requirements
3. Developing user flows and maps to address issues

7. Brand Challenges | Through the lens of The Healthy Baker
ACTUAL ISSUE
Great product (and shelf) recognition.
Low brand awareness and brand equity.

8. Brand Challenges | Through the lens of The Healthy Baker
THE BRIEF
We flipped the brief.
Why push boxes online, when the problem is brand awareness?

9. Brand Challenges | Through the lens of The Healthy Baker
OUR RESEARCH
We then conducted research via customer surveys.
93%
More likely to
utilise website if it
has resourceful
content
88%
Confirmed they
actively search for,
and review, recipes
online
91%
View a recipe in
‘meal planning’ and
print, share or
revisit it later when
in the kitchen
78%
More likely to
engage with a
recipe when there
is increased visuals
and interactivity.

10. Brand Challenges | Through the lens of The Healthy Baker
OUR APPROACH
These insights drove some critical decisions.
1. Our system needed to pop from a UI perspective.
2. We needed to build easy click-to-print & share functionality

11. Brand Challenges | Through the lens of The Healthy Baker
INGREDIENTS VISUALS
We deep-etched and shot over
350 ingredients for this project.

12. Brand Challenges | Through the lens of The Healthy Baker
INNOVATIVE RECIPE DESIGN
UTILISING VISUAL OF INGREDIENTS
AND EASY 5 STEP PROCESS

13. Brand Challenges | Through the lens of The Healthy Baker
INTUITIVE MOBILE ADAPTIVE JOURNEY

14. Brand Challenges | Through the lens of The Healthy Baker
INNOVATIVE UI DESIGN WITH PARALLEX ELEMENTS

15. Brand Challenges | Through the lens of The Healthy Baker
DEMO OF SCROLL JOURNEY

16. Brand Challenges | Through the lens of The Healthy Baker
RESULTS

17. Brand Challenges | Through the lens of The Healthy Baker
CLOSING THOUGHTS…

18. Brand Challenges | Through the lens of The Healthy Baker
Questions?
Presented by:
George Pappas
Director, Web & Content
P: +61 2 9339 4500
E: gpappas@gsquared.com.au
Phone | (02) 9216 4600 Web | gsquared.com.au
Sydney | Level 5, 58 Riley St, Darlinghurst NSW 2010 Brisbane | Level 18, 123 Eagle Street, Brisbane QLD 4000