THE SOLUTION

Our strategy was to reposition Nestlé Bakers’ Choice as a source of inspiration and guidance for bakers, giving them the confidence to bake creations they are proud to share.

To bring this to life in a new website, GrowthOps’ multidisciplined project team took a multipronged approach, addressing not only the customer experience but also the workflow and analytics for Nestlé’s brand managers.

Our content specialists went to work enhancing the site’s usefulness and usability by creating instructional videos, gifs, and beautiful site imagery. These assets were designed to both motivate and educate, with ideas on how to get the best results from bits, blocks, and other baking chocolate products.

At the same time, our UX Designers addressed discoverability and navigation. They elegantly categorised and presented content in line with user heuristics and expectations. And built on testing feedback which, for example, revealed that users commonly searched recipes by occasion, or ingredients, or type.

GrowthOps’ technical specialists contributed by improving the functionality of key site features, including recipe logic and search. They embedded features to optimise for organic and paid search. And to ensure its sustainability as a brand platform, they enhanced the ease of publishing through a suite of content management system enhancements.