Booklet_redesign_PurpleCarrot

RECIPE BOOKLET REDESIGN—Purple Carrot

Challenge: Help customers have a better cooking experience. The Purple Carrot recipe booklet is the company’s most visible brand asset, but data showed that customers found the recipes hard to follow.

Solution: Change the recipe format to make steps easier to follow (including adding step titles) and remove formatting that adds friction. Also, help users navigate the new format via supporting copy in the booklet.

Result: This was the biggest change to the recipe booklet in the company’s 8-year history. Preliminary data shows enthusiasm for the new format. Customers report that steps are easier to follow, resulting in less confusion and faster cooking times. And I continue to monitor user feedback so we can iterate on the format.

My role: I manage the weekly recipe booklet and oversaw the transition to the new format. I worked with the creative director, senior graphic designer, head of culinary, director of brand strategy & consumer insights, and recipe development manager. I also helped design booklet-related surveys, collected and analyzed customer feedback, oversaw recipe rewrites, edited recipes, and provided all additional booklet copy.

Some preliminary customer feedback (gathered via social listening)