Simple Feast, una B corp certificada que ofrece kits de comida a base de plantas a consumidorxs en Dinamarca, Suecia y los EE. UU., recurrió a DEPT® para crear un nuevo ecommerce. Como B Corp certificado, DEPT® estaba en una posición perfecta para crear una plataforma digital que refleje la sostenibilidad, la calidad y la comodidad que representa Simple Feast.
Simple Feast pone la sustentabilidad primero
En Simple Feast, la misión es simple: crear la comida sostenible del futuro. Con sus kits de comida hacen que sea fácil y delicioso comer de manera saludable, orgánica y respetuosa con el ambiente. Los menús son desarrollados por algunxs de lxs chefs más importantes del mundo y se entregan en recipientes listos para llevar, de modo que las personas ocupadas puedan reunirse fácilmente alrededor de la mesa para cenar con excelente comida preparada desde cero.
La comida que obtienes en tu kit de comida Simple Feast es 100% vegana, orgánica y de origen local. Y la pasión por la sustentabilidad no se detiene ahí: todos los embalajes y cajas de entrega se pueden reutilizar una y otra vez.
El desafío: un rebelde en el mercado del Océano Rojo
Los kits de comida por suscripción son un mercado de “Océano rojo”, donde la batalla para atraer y retener clientes es continua e intensa. Para tener éxito en su misión y defender el mensaje de sustentabilidad, Simple Feast tenía que sobresalir entre la multitud. Por eso era crucial que el nuevo sitio transmitiera su misión claramente, reflejando su identidad de marca.
El nuevo sitio necesitaba dejar en claro a lxs clientxs lo que están pagando cuando compran un kit de comida. Elegir Simple Feast no es solo una cuestión de comodidad y calidad, también significa contribuir a un mundo mejor y más sostenible.
Otro objetivo del proyecto era aumentar las ventas de la gama de productos ‘Essentials’ de Simple Feast, que incluye yogur a base de plantas, granola casera y frascos de comida reconfortante lista para calentar. Por lo tanto, al construir el sitio, era importante asegurarse de que la gama Essentials se introdujera como un complemento natural para los kits de comida.
La solución: rebelde y fácil de usar
La agencia creativa Waaitt diseñó la identidad visual que DEPT® luego desarrolló digitalmente para implementar en el sitio web. El estilo es fuerte, audaz y poco convencional. Con sus colores brillantes y fuentes nítidas, la expresión visual comunica precisamente la actitud rebelde que es una parte tan importante de la identidad de marca de Simple Feast.
El sitio tenía que ser fácil de usar y funcionar en los tres mercados de Simple Feast: Dinamarca, Suecia y EE. UU. Para alcanzar el equilibrio adecuado entre reconocibilidad y rebeldía, nos inspiramos en las mejores prácticas del ecommerce y nos enfocamos en sacudir las convenciones a través de un diseño sólido.
El objetivo era crear un sitio web que presentara a Simple Feast como favorito en la comida del futuro. Así que necesitábamos crear un lenguaje de diseño que fuera al grano y se destacara entre la multitud. La solución fue recurrir a la autenticidad cruda. Para llegar al núcleo del mensaje de la marca, mantuvimos la expresión sencilla, con cuadrículas e imágenes que llegan hasta el borde de la página. En otras palabras, creamos un sitio que es como su marca: simple.
Una marca B Corp que deja huella
Simple Feast es una marca audaz. Su producto principal no es solo otro kit de comida; es alimento creado con ambición y consideración. Y lo mismo ocurre ahora con su sitio.
Junto con Simple Feast, hemos creado una representación digital única de la marca. El rediseño de las subpáginas aún está en proceso, pero la misión de hacer brillar el espíritu activista de la marca ya está completa.
Es un placer trabajar con marcas ambiciosas que también se preocupan por la sostenibilidad. Por eso ha sido genial ayudar a otra empresa B Corp, Simple Feast, en su misión de hacer del mundo un lugar mejor, una comida a la vez.
Marie Spliid Kirkegaard, UX Manager at DEPT®
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Marie Spliid Kirkegaard
As the producer of the original ranch dressing, Hidden Valley® is the go-to choice for ranch lovers. The company reached out to us with an appetite to aid discovery within their online community – starting with their website.
Uncovering a community of passionate fans
We dug deeper into Hidden Valley’s audience and uncovered a hidden community of passionate ranch fans eager for ways to come together. The “ranch fandom” is exactly what you would picture. They are serious. They are loyal. And they are craving new ways to champion their coveted condiment.
Creating a digital home base and exciting touchpoints
The discovery of a ranch fandom kicked off a multi-phased partnership with The Electro Creative Workshop, Hidden Valley’s internal creative team. First, a fully functional website to showcase the Craveability within Hidden Valley’s brand. From the typography, to the texture, to the content direction and tone of voice, we brought their spirited and quirky personality forward in every ounce of our creative expression.
Once we had a digital home base that communicated Hidden Valley’s brand, we created new and exciting touchpoints to engage the community in equally fun ways. Rather than start from the product level, the experience focused on each individual moment of celebration where Hidden Valley could become the star.
Meaningful recommendations through personalization
The site invites people to browse and discover freely, save their favorite items or recipes to a personal Recipe Collections folder, and plan meals for the family – both daily and weekly. The shopping experience becomes more personalized as they search and save more frequently.
People are also able to browse by recipe, rather than browse by product. This helps them envision their favorite meal or moment first, then easily click in to find the product that fits the situation, and share it with their own communities.
Once someone clicks into a product, they are welcomed with individual stories and visuals that tap into the product narrative. Adaptive backgrounds change to match – such as red for spicy, or that famous Hidden Valley green for fan favorites. We also prioritized product lists based on user context so people could easily filter and discover products that best suit their tastes.
Technology challenges & solutions
Restricted within a predefined tech stack, our team was tasked with finding opportunities for optimization and innovation. We purged legacy plugins and libraries in favor of modern replacements that were smaller, faster and more customizable while still being compatible with the existing codebase.
Third-party integration and personalization requirements were also making design and functional implementation a difficult task, but we were able to unify multiple templating languages into just one. This allowed us to reuse modules seamlessly across various purposes, such as personalization, CMS content and third-party integrations.
Finally, we needed to develop and test a rewards dashboard connecting third-party user data with interactive site elements. We outlined the requirements for potential states of a user’s rewards progression. With this data, we mocked up test cases and built a robust frontend that would handle real user data effectively once the site was launched.
Results: a 60% increase in recipe engagement and 70% of all page views are personalized.
Head of Marketing US
What do you get when you bring digital and tech together with a good cause? A digital marketplace where donors are linked to African farmers, who shovel life back into the barren soil.
The climate is one of the major concerns of this generation. Realising this, Justdiggit trains people in areas of drought to dig half-moon circles in which rainwater is collected. This process of ‘greening’ ensures that the land will be fertile again within a year, something that is vitally important for the local population and which, on a larger scale, the whole world can benefit from.
Climate change is one of the major concerns of this generation
Spreading the knowledge
Justdiggit focusses on spreading their knowledge all the while empowering locals to organise and carry out the work themselves under the guidance of fundi’s, the local rangers. In order to have a lasting and positive effect on the climate, Justdiggit needs to fertilise as many hectares of land as possible, something it simply cannot do by itself. They believe that empowering the local population is a sustainable solution.
Justdiggit asked DEPT® how technology could help them achieve their goals. As we’re committed to making a change, the agency is a breeding ground for social and sustainable initiatives. So within DEPT®, a team was put together to give a helping hand.
In a strategy and design sprint, the team designed a platform where farmers who want to dig holes in a qualifying area are linked to people who want to sponsor them. Research showed that many of the farmers in African villages are well connected. They completely skipped landlines and ADSL and take care of a lot of business mobile. For example, over 40% of the population of Tanzania does their banking via M-Pesa, which amounts to 95 million mobile money transactions per month.
People in the West can easily donate money through Ideal and in the background, a system automatically connects the donations to all the farmers who are allowed to dig in a qualifying area. Once a hole has been dug, it is captured with a photograph. The donor receives the photo and the transaction overview. It is a fair system and a perfect example of cutting out the middleman, where Justdiggit is purely the facilitator.
The marketplace/app works as follows:
- People in the West can easily donate money through Ideal.
- In the background, a system automatically connects the donations to all the farmers who are allowed to dig in a qualifying area.
- Once a hole has been dug, it is captured with a photograph. This photo is approved by a fundi, who acts as a kind of overseer, and then the transaction is made.
- The donor receives the photo and the transaction overview. Digging a hole costs €3,64, of which €2,02 goes to the farmer (55%). The rest of the money goes to the purchase of seeds (27%) , the salary of the fundi (5%), transaction costs (5%) and the protection of project areas against overgrazing by cattle (8%). It is a fair system and a perfect example of cutting out the middleman, where Justdiggit is purely the facilitator.
The most important quantitative goals of the platform in 2019 were to raise the average donation height. Our prognosis was that the combination of complete transparency of the chain and higher engagement by use of messenger and/or the platform would make this happen.
This worked out: the particular donations via the platform is now €34,35 per benefactor; that’s almost three times than the regular online donation to Justdiggit before the launch of the tool. This was far above expectations, especially when you keep in mind there’s been no paid media involved.
Swissmilk has been asserting itself as Switzerland’s most successful recipe platform for many years. In terms of search engine optimisation (SEO) hardly any topics are more competitive than recipes – and few areas rely on SEO as a traffic source more than recipes.
The Swiss Milk Producers (SMP) and DEPT® achieved a good positioning for Swissmilk despite the increasingly tense atmosphere. In doing so, the optimisation of organic search results as traffic channel nr. 1 was the highest priority. Throughout the last years, this project’s biggest success factor was the consistent alignment with the users’ needs.
Swissmilk asserted itself as Switzerland’s largest recipe platform
SMP is the parent organisation of the Swiss Milk Producers, which is primarily working on the promotion of Swiss milk and associated milk products. In this context, SMP also runs Switzerland’s largest recipe database on Swissmilk. The content comprises of recipes containing milk products and tips and tricks around culinary art and nutrition.
Until summer 2016, a desktop and a separate mobile website were run simultaneously. SEO established itself as the most important traffic channel: more than half of the overall traffic between 2016 and 2017 was generated via organic search results. Because of this, it became more and more important to measure the incoming SEO traffic also based on qualitative criteria, meaning the quality of the content interaction. Especially when it comes to recipes, search engines increasingly operate with particularly highlighted illustrations such as the Rich Results comprising of, among other things, the Rich Snippets, Featured Snippets and Knowledge Graph integration in search results.
Swissmilk is operating in a highly competitive market environment with numerous competitors such as Chefkoch.de, Betty Bossi and Annemarie Wildeisen. In 2017, the competition expanded by the recipe platforms belonging to the two leading retailers in Switzerland – Migros with “Migusto” and Coop with “Fooby”.
The share of mobile search queries has risen dramatically over the past few years when it comes to recipes. Many people experience “micro-moments” and automatically turn towards their phone when they have the urge to act, learn, try or discover something new. At the same time, search engines have tightened the demands for the mobile user-friendliness of websites. The necessity for Rich Snippets, Featured Snippets etc. is further shaping the requirements for content creation.
Another point to consider is the decrease in milk consumption in Switzerland due to the trend of alternative nutrition forms, such as low fat or vegan alternatives and the increase in food sensitivities such as lactose intolerance.
By focusing on these micro-moments, targeting was narrowed down, the content was reviewed and the KPIs were refined. SEO efforts were not primarily aimed at increasing traffic but at the optimization of the usage intensity of content (e.g. session duration, scroll intensity, download, print) as well as the increase in high-quality traffic. The SEO efforts were built around the idea of usability principles and the improvement of content interaction.
An analysis of current food trends revealed which content bears the biggest potential for traffic. Based on this, the recipe texts were reviewed and edited as needed. Furthermore, the library of recipes was expanded based on a targeted data-driven approach.
In order to differentiate between the target groups, the Blog Chochdoch was established to target a younger audience than Swissmilk . It posts recipes and videos as well as kitchen and culinary life hacks. In summer 2016, the switch to a responsive website with ongoing page speed optimization, server caching, image compression and deferred loading was implemented.
Organic traffic increase
- 36% traffic increase due to organic search results within two years.
- Extension of visibility in organic search results despite the market entry of fooby.ch and migusto.ch.
- Prominent positioning through Rich Snippets and Featured Snippets in organic Google search results.
- Google Page Speed Insights Score Mobile of recipe pages with 94/100 points and a Google mobile speed rated as “Good”.
- Differentiated KPI set with a focus on usability and strategic objectives: organic quality traffic for recipe content: > 25% compared to last year.
Senior Consultant Digital Marketing
By 2050, there will be nearly 10 billion people on Earth, which is about three billion more mouths to feed than there were in 2010. Given the economic and environmental costs of current industrial agricultural practices and volatile weather conditions, one can’t help but wonder if we will be able to produce enough food to sustain our population in the future. Recognising this, Indigo AG wants to increase our planet’s capacity to produce food in a sustainable manner. The company leverages powerful microbiology, machine learning and digital technologies to make agriculture more productive, profitable, and sustainable.
Supporting a complex lifecycle
Indigo’s microbial seed treatment collection has the capacity to protect crops from abiotic stresses – from extreme temperatures and water scarcity, to nutrient-deficient soils. By increasing a plant’s resilience in tough environmental conditions and enhancing the use of resources such as water, the treatments have the potential to naturally improve yields and increase farm revenue. However, Indigo’s ambitions go way beyond seed development. The company is supporting farmers every step of the way from planting to crop harvest, delivery, and payment. DEPT® has played a role in helping to create the software which enables this complex lifecycle.
Supporting farmers every step of the way
Indigo Marketplace helps growers navigate the grain market with confidence. It helps buyers access high-quality, identity-preserved crops that meet their specifications. Buyers on this platform are able to source grain with a range of characteristics (eg. protein content, milling quality, variety), and production practices (eg. organic, rain-fed, non-GM). Growers are able to access a suite of tools and services to support their grain marketing efforts. Transacting digitally, both growers and buyers can increase efficiency and access a larger market through Marketplace.
DEPT® worked with the Indigo team to design and build the company’s Marketplace digital platform, which helps better connect farmers with buyers.
Once Indigo Marketplace was in place, crops still needed to be transported from point A to point B. DEPT® helped Indigo build Indigo Transport to pair growers and grain buyers with carriers (trucking companies), for the efficient transport of grain. Growers can opt to leave the hassle of logistics to Indigo Transport while carriers experience a seamless and supported way of finding new loads.
Beginning with just the idea of building an ecosystem to help farmers ship grain more economically, the DEPT® team worked with Indigo to launch the minimum viable product (MVP) for Transport in just four months. Indigo worked with DEPT® to launch Transport with an app focused on owner-operated trucking companies, while continuing to conduct user interviews to learn about what was and wasn’t working.
A key learning when rolling out the MVP for owner-operators was that other personas outside of the initial set could use and get value from the system. As part of a 5-day design sprint led by DEPT®, several other critical personas were identified within the shipping ecosystem that could be supported by Indigo Transport, including dispatchers managing fleets of trucks, shippers managing other agricultural commodities that need to be delivered, and individual drivers delivering the necessary loads. To better serve a range of users, DEPT® worked with the Indigo team to build out the app to fit these different personas in the transport journey.
Today, growers can select to use transportation services when transacting grain on the Indigo Marketplace app. Should they choose this option, their shipment is displayed in the Transport app so that carriers can see the load opportunity. The Transport app includes portals for shippers to input their needs into the system, and the carrier app is geared towards those transporting grain.
Indigo also partnered with DEPT® to help create a custom solution for farmers to quickly and painlessly settle complex contracts. The teams worked to design custom back-office tools to support Indigo’s accounts receivable and accounts payable teams.
Supporting all of this is a powerful platform that orchestrates the logistics to make sure crops are delivered to the correct place, on time, and in a compliant manner. With Indigo Transport, carriers can expand their business opportunities through easier access to more loads, and farmers and shippers can deliver grain with more confidence.
Planning for the future
Indigo is continuously capturing data from fields around the world in order to research how current crops are performing given a variety of factors, such as drought, extreme heat, insects, poor soil, etc. This data comes from many sources, such as drone and satellite imagery, data directly from combines or from their own agronomists collecting results. All of this information is funnelled into a Machine Data Factory (MDF) that helps Indigo’s scientists have an overview of crop performance across the world, in addition to helping inform how to bring new products to the market.
The company needed to be able to track this data and easily visualise what was and wasn’t successful, while ensuring the privacy of the company’s customers. Our team of specialists assisted with building the front-end of this database, a user interface that allows employees to interact with the anonymised data. The users get details about any tests that were performed and the current status of a particular field. This allows Indigo scientists to easily see which experiments performed well and which didn’t on a global scale.
From grain bidding to transport to payment for crops, DEPT® has supported Indigo to build multiple apps and platforms.
Within the first few months, Indigo Marketplace saw significant traction with thousands of growers and buyers utilising the platforms. In January 2019, Indigo Marketplace saw $4B in average daily bids over a 30-day period. In December 2019, average daily bids hit $51B over a 30-day period, a 1175% increase.
Today, at every step of the way, farmers have more options, processes are more efficient, and Indigo scientists have more information at their fingertips to help drive future innovations in agriculture that will be critical to feeding people for years to come.
It’s said that a picture is worth a thousand words. This is why AVINA Stiftung chose to redesign their website in a more visual manner in order to convey the importance that change must happen in our food chain by supporting forward thinking ideas and pioneering minds.
A website meant to inspire action
AVINA is a Swiss foundation established in the 1990s that funds ideas aimed at revolutionising our current food system. The foundation turned to DEPT® to provide them with a central hub through which pioneers could find out more about the foundation and apply for grants. Based on the foundation’s manifesto, we redesigned the entire website and produced two videos that project AVINA’s message to the world.
Transforming the brand identity into digital elements
Our source of inspiration for this project was the foundation’s logo and brand identity. Some of their core values are transparency and openness. These were the two themes which guided our design choices moving forward. We also purposefully chose to keep our design minimalistic which is why it consists of only a handful of pages. This way, a user can quickly understand what AVINA stands for and then apply for a grant with little fuss or obstacles.
A design that goes against the norm
A user may be surprised as to the darker colour palette, however, this was done on purpose to go against the norm. Rather than a white minimalistic site with a lot of text, the black background is a bold move that highlights all of the typography while also ensuring that the video content pops and entices website visitors to click on it. In addition, the cursor is a circle to symbolise the circularity which AVINA is aiming for.
The core of the website
The heart of the new website is the AVINA manifesto. This is what guided our production choices when filming the videos. We travelled around Switzerland to get footage from some of the leading research institutions, capture breathtaking nature shots as well as scenes from everyday life. The video plays simultaneously to a recording of the founder Stephan Schmidheiny reading AVINA’s manifesto.
When a user lands on the AVINA homepage, both videos will play and depending on how the user navigates either one or the other will be displayed to the user. The two clickable and changeable video layers showcase AVINA’s openness and transparency and invites the user to look behind the scenes.
Inspiring and guiding users towards a better world
AVINA Stiftung wanted a new platform that inspired change. Therefore, we delivered a new website which captures this desire and makes it tangible. We created a simple website whose appearance makes a bold statement yet remains simple to navigate so as to not overwhelm the user with information. Crafting a website worthy of food for thought doesn’t have to be difficult, in fact, sometimes simplicity is the answer.
Chocomel is the reigning chocolate milk king in the Netherlands and Belgium. Though it is popular year-round, especially during the cold holiday season there is an old Dutch tradition to drink hot chocolate milk with whipped cream. A delicious combination. Just like Chocomel and DEPT®.
Celebrating a new holiday custom
Every year around Sinterklaas, Chocomel releases its Letter packs – one of the fastest selling limited editions available. As their fresh leading agency, DEPT® developed the campaign A tot Z: updated packaging, social media, display banners and a unique TV commercial. The entire campaign was built around a simple idea. People love to make words with the letter packs, so we want all assets to celebrate this custom.
Part of a bigger strategy
The Letters campaign is part of a larger brand strategy (also developed by Dept) that focuses on the iconic traits of the brand and nothing else. We developed a new tagline, a new identity, and a new guiding strategy for all communication: funny, powerful, and yellow. Anything you see from Chocomel is always adhering to those three rules. Making sure an iconic brand gets iconic communication.
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