Baking Mad (Allied British Foods), is an online community putting mouthwatering recipes onto the screens of bakers across the UK. With an ageing website and hot competition from the likes of BBC Good Food, the market was becoming tougher to crack, with BM being left behind.
Realising the website was holding BM back from creating a great online experience for its users and attracting new ones, BM approached us with a brief to overhaul their online presence, elevating the brand to compete directly with others in its category.
With the lingering challenge of COVID restrictions, but home baking still soaring, the timer was ticking to launch the site before everything returned to some state of normal. After initial discoveries/sprints, we formed a plan to redesign the brand with new technology – including a CMS that made uploading/maintaining content easier.
Listening to pain points, it became clear the website was falling behind in design/usability – a daily struggle to maintain with editors hitting stumbling blocks.
We had our work cut out for us, but with the fun and friendly approach of BM combined with the ambitious attitude of our own teams, the ingredients were there for a productive, fruitful relationship.
Product Design & Build: Silver
Engineering team