Web Redesign Proposal for Foodie Haven Group 2 July 1, 2011

Web Redesign Proposalfor

Foodie Haven

Group 2July 1, 2011

Taxonomy & Navigation

Foodie Haven has:•Great products!



•In-depth buying guides, useful how-to articles, interesting videos, engaging slice-of-life storytelling




•Customers who value all that and who are eager to pay for more





•A PROBLEM





•A PROBLEM: Those great customers can’t find that fabulous content that’ll bring them back, cash in hand.


Foodie Haven has:A complicated, unintuitive navigation scheme

– “Tips & Tricks” could be on any site out there, and it minimizes the importance of instructional content to customers.

– “Find Out” is what everyone does everywhere. It doesn’t say “Here’s where Foodie Haven’s great classes are” to customers.

Taxonomy & NavigationShopping • Cookware• Tools• Utensils• Electronics• Equipment• Baking• Glassware• Décor• Food• Brands• On Sale• Clearance• New items• Top rated

Tips & Tricks• Recipes• How-to’s• Videos• Cooking Techniques• Seasonal Ingredients• Equipment Information• Celebrity Chefs

Find Out• Cooking classes and demos• Food events• Contests• Store Locations• Celebrity Chefs

Community• Share recipes• Ask other foodies• Share photos and videos• Blogs• Celebrity Chefs

Taxonomy & NavigationShop• Cookware• Tools• Utensils• Electronics• Equipment• Baking• Glassware• Décor• Food• Brands• On Sale• Clearance• New Items• Top-Rated

Cook• Featured Recipes• Top-Rated Recipes• Recipes by Cuisine• New Recipes• Seasonal Recipes• Share YOUR Recipe!

Learn• Celebrity Chefs• Videos• How-to Articles• Equipment Information• Classes, Demos, Events• Contests• About Foodie Haven

Taxonomy & NavigationShop• Cookware• Tools• Utensils• Electronics• Equipment• Baking• Glassware• Décor• Food• Brands• On Sale• Clearance• New items• Top-Rated

Cook• Featured Recipes• Top-Rated Recipes• Recipes by Cuisine• New Recipes• Seasonal Recipes• Share YOUR Recipe!

Learn• Celebrity Chefs• Videos• How-to Articles• Equipment Information• Classes, Demos, Events• Contests• About Foodie Haven

Where did this come from??

Taxonomy & NavigationExisting LabelsRecipes / How-to’s / VideosCooking Techniques / Seasonal Ingredients / Equipment Information /

Celebrity Chefs / Classes and demos / Events / Contests / Store Locations / Ask (Share) / Blogs

Taxonomy & NavigationArticle TextLaid-back risottoRisotto, asparagus, spring, vegetables, Mario Batali, easyTop 7 chef's knivesknife, chef's knife, Global, Wusthof, Kershaw Shun, Henckels, Sabatier, MAC Mighty, MisonoPutting fresh in refreshmentshaved ice, snoball, HatsuyukiHealthier summer party hostlow-calorie, burger, low-fat, grilling, pasta salad, mayonnaise, potato salad, vegetables, fruitStarting a charcoal firecharcoal, grilling

Existing LabelsRecipes / How-to’s / VideosCooking Techniques / Seasonal Ingredients / Equipment Information /

Celebrity Chefs / Classes and demos / Events / Contests / Store Locations / Ask (Share) / Blogs



Celebrity Chefs / Classes and demos / Events / Contests / Store Locations / Ask (Share) / BlogsVerbatim Customer Feedback

browse / blender / price / date / instructional videos / profile / user / community / store location /

in stock / class ( event) / notify (subscribe, calendar, date) / kitchen maintenance / meal type (breakfast, lunch, dinner) / recipes / search / find specific products



Celebrity Chefs / Classes and demos / Events / Contests / Store Locations / Ask (Share) / BlogsVerbatim Customer Feedback

browse / blender / price / date / instructional videos / profile / user / community / store location /

in stock / class ( event) / notify (subscribe, calendar, date) / kitchen maintenance / meal type (breakfast, lunch, dinner) / recipes / search / find specific products

Foodie Haven businessobjectives: Get customers to products!


Foodie Haven has:A complicated, unintuitive navigation scheme

Lost, separate, siloed content

– It’s all about the same stuff: preparing fabulous food!

– None of it is connected to the other stuff about the same thing.


We have the solution:

Link up your food & equipment products with the recipes that use them

Link up your food & equipment products with the instructions for making them work for people

Link up your food & equipment products with the people who really, really want them


How?

Product: WokProduct category: Cookware > WoksCuisine: ChineseCooking technique: Stir fryGood with: Orange Chicken Stir Fry


How?


Video: Basic Wok TechniqueProduct category: Cookware > WoksCuisine: ChineseCooking technique: Stir fry


How?



Orange ChickenStir Fry

Cuisine: ChineseCooking technique: Stir fry Featured ingredient: Chicken


Made for eachother!



Orange ChickenStir Fry

Cuisine: ChineseCooking technique: Stir fry Featured ingredient: Chicken


Steel Wok $65.95Stock: Available

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam

Wishlist Add to Cart

Aluminum wok$37.95

Electric Wok$89.95

Titanium wok$129.95

Shop > Cookware > Woks

Video: Basic wok technique

Article: Which Wok? A Wok Buying Guide

Recipe: Orange Stir Fry Chicken

Class : Master the WokAug. 3, 1-3 pm, $75

Taxonomy & NavigationLearn > Videos > Technique

Products:Steel Wok $65.95Electric Wok $89.95

Article: Which Wok? A Wok Buying Guide

Recipe: Orange Stir Fry Chicken

Class : Master the WokAug. 3, 1-3 pm, $75

Video: Basic wok technique

13 min., skill level: novice, click to play

Taxonomy & NavigationProduct category:(same values as Shop)

Skill level:NoviceIntermediateSkilledProfessional

Cuisine:Pan-Asian ChineseItalianFrenchMediterranean MexicanSouth American Vegetarian

Cooking technique:GrillingBakingSlow cookerFryingStir fry

Meal:AppetizersBrunchBreakfastLunchDinner

Meal component:SauceMain dishSide dishSaladDessert

Featured ingredient:Meat and SeafoodChickenPorkVegetablesFruitsPasta

Interests:Party PlanningCelebrity ChefsHealth & nutritionKid-friendly

Good with [other recipe or instruction element]


CuisinePan-Asian (4)Chinese (8)

Stir fry pan

EventsMaster the Wok, Aug. 3, 1-3 pm, $75

BrandAjax (2)Best Woks (3)Le Crueset (1)

WoksRUs (6)

Price<$50 (2)$50-$125 (6)$125-$200 (2)$200-$250 (2)

ArticlesWhich Wok? A Wok Buying Guide

RecipesOrange Stir Fry Chicken

Stir fry pan USE Wok

Current Site Model

Proposed Site Model

Documents

Web Redesign Proposal for Foodie Haven Group 2 July 1, 2011