Sam Ayres
Project: Tesco Realfood
Year: 2016
Agency: Reactive
Sector: Consumer, Food
Role: UX and art direction

The proposition

The ‘Real’ in the Real Food proposition that was developed is an ideology that informs all the content, delivering what our busy, cash-conscious readers tell us they want: inspiring but accessible recipes, plus targeted know-how to make cooking easy and stress-free.

A bi-monthly magazine that is both practical (focusing on everyday, predominantly family-focused, achievable recipes) and inspiring, with gorgeous (but not unattainably so) images from the UK’s best food photographers, plus easily navigable design across print and digital Video how-to’s, recipe binder, customisable meal planner, ‘click to buy’ food shopping functionality feature on the website.

Customers familiar with the initiative are 2.4 times more likely to see Tesco as a food authority. achieves over 400,000 unique visitors each month is in the top 10 food community sites is the only transactional website within the top 30 food sites

Sitemap proposals

Utilising A/B testing strategy and using spiders to understand the scale of the website I started to develop a strategy with the UX team at Tesco to define fewer templates that enabled users to achieve more. Establishing key user journeys across the site that enable less click through to buying groceries or just helping users to search information faster, with a facility to recommend fresh ideas or flag seasonal content.

Template revisions and updates