Bringing previously disconnected brands into a cohesive family experience
Executive Director, User Experience
Campbell’s Soup Company has many product lines that were arranged in a byzantine array of microsites and architectures.
We audited their experience and studied users to understand their mental models of Campbell’s as a product family and company.
The realities of campaign cycles meant that different business units had to launch at different times, and needed the ability to maintain their own promotions.
The resulting site made it easier for customers to find what they were looking for, while giving each sub-brand room to express their own identity and promote themselves autonomously.