Recetas y Sonrisas was developed with the to solve the problem of helping moms come up with recipe ideas for the Lent and Easter holiday campaign seasons. Due to its reusability in both technical structure and recipe centric content, this page has been used for 2 other campaigns including Summer Fresh foods and the Thanksgiving and Christmas holiday season.
Challenge:
- Help Hispanic Moms find unique meal inspiration and solutions for the holiday seasons when there are limited menu options from which to choose.
- Promote the fresh ingredients that are available at Walmart everyday.
Solution:
- Provide Moms with recipe ideas via an online recipe generator for each of the seasons, including recipes from celebrity chefs and social influencers.
Results:
- 57% video completion rate
- Average 2.5 minutes per visit
- 60% of all traffic was mobile which over indexes for typical Walmart digital properties
The recipe generator is a unique and custom built recipe aggregator and filtering system in that it can pull information from a remote recipe database via an API, but also store those recipes locally using XML. This helps to reduce page loading speed by caching the content on the server for quicker delivery to the client browser. The filtering system is built to compound on the user’s selections and had at one point neat animations when filtering the content. These animations were later removed to improve page performance. Later, the page under went UX optimizations that help the user to consume the content in situations where the filter controls are too long to be viewed in horizontal screen orientations like on desktop and laptop.
My Roles
- Ensure development and UX feasibility and optimization for the page.
- Define the technical requirements for the recipe filter system.
- Work with the project management and creative staff to strategize and manage changes and debugging to the page.
- Manage development tasks, and assist with programming and campaign strategy as needed.
- Prototype the recipe tile grid animations.