Short Introduction

"Building a greener food future together."

With a story that starts back in 1838, Knorr is a German food and beverage brand that has been owned by the British company Unilever, since 2000. Knorr is one of the world’s largest cooking brands, sold in more than 78 countries around the world.

The challenge

The Global team was set to build a new Knorr website for the Arabian market. The goal was to make Knorr’s digital experience one that:

• Is a more personal and engaging way of finding recipes and products, all while being easy to use and navigate;

• Provides users the possibility to use the retailer of their choice to check out when shopping for their groceries online;

• Gives users the ability to create Cookbooks as a way to organize their favorite recipes based on specific themes and folders with their own personalized titles. By having their own accounts, users could access their Cookbooks anytime from any device.

The Solution

The most important technical challenge that our team faced, was the fact that this was the first time we were building an e-commerce website for Knorr Arabia. There was no previous version of the website for us to build upon. Considering that we were doing a full revamp, we decided to build the entire experience from the ground. At this point, we decided to build a master site using Adobe Experience Manager (AEM) that had entirely custom components that would serve as a template for all future localizations for other markets.

Another fundamental stage of the process was connecting our website to the Recipe Management System which served the purpose of a database containing all recipes’ information and data. These recipes were then presented to the users along with the option to collect all favorite recipes in a system called the Cookbook. Moreover, we built a filtering system where users are able to filter recipes based on multiple criteria such as number of servings, cooking time, ingredients, and much more.

The Result

Through our efforts to build a master site for the Arabian market, we were able to create a user experience design that not only meets the needs and expectations of the users but is also built with usability in mind, making it easier for users to find all the necessary information.

Knorr's new website has a faster loading time and better performance compared to its existing market sites, which resulted in a better user experience.

The new master site also had a better conversion rate because there was a change in the search process which made it easier for users to find what they were looking for on the site.

The website was designed with a focus on creating visual appeal, increasing productivity, reducing errors, and maintaining consistency so it could be easily localized to other markets from the Arabian master site.

In the end, this strategy of improving UX and SEO ensured that Knorr would get more visitors and convert them into customers, leading to the overall growth of the brand.