As Foley explains, “The brand’s purpose is to teach consumers how to cook authentic Asian meals at home, so the site had to reflect this and had to be inspirational and educational, easy to follow and simple to navigate; on the other hand, it also had to keep them inspired and wanting to learn more. We wanted users to really experience the brand. Supermarkets, nowadays, are a minefield of brands and logos; for us, it was crucial that Five Tastes stood outboth in the shopping aisle and online.”
To help Simplot achieve their goal of closely matching the website to the brand, IE formulated a clear strategy. Berry Driessen, General Manager of Marketing & Enterprise at IE, explains, “We took a lot of time to fully understand Simplot’s ambitions for the brand; it soon became clear that their underlying goal was to provide Five Tastes customers with a 360⁰ Asian cuisine meal-experience. In order to achieve this, we suggested designing the site as ‘mobile first’.” Patterns in user behavior were the key driver behind the decision to go ‘mobile first’. “We worked off the assumption that, as a recipe site, most users would be accessing content ‘on the go’- whether that’s on the way to the supermarket from work, at the supermarket or quickly browsing instructions while cooking”, recalls Foley.
A growing trend, ‘mobile first’ refers to websites that design the online experience for a mobile device before designing it for a desktop or other device. “This approach removes the need to re-establish priorities in content, between desktop and mobile perspectives, in terms of what is shown on a page. We’ve also found that, for brands such as Five Tastes, where users are more likely to be accessing the site ‘on the go’, it simply makes for a better user experience,” explains Driessen.