Continental Mills
Krusteaz
Creating digital differentiation for a critical player in the consumer packaged goods industry
The Challenge
Krusteaz came to an essential crossroads that many brands face: how do you adapt, while staying true to your roots, in light of changes in your industry landscape? Research shows that CPG customers are more interested in premium goods, customer-centric companies, sustainability, and innovation than ever. Our task was to reimagine the Krusteaz digital experience with a modern, streamlined UX while ensuring that any visual or tonal changes adhered to a brand with loyal customers and over 70 years of history.
Our Solution
We set out to create digital unification, and consistent packaging, across all touchpoints on the Krusteaz website. With key metrics to address, like engagement rates, customer satisfaction, and purchasing intent, we designed the site so that Krusteaz could quickly draw data. Other focuses included building functionality to easily sponsor marketing campaigns, integrate new E-commerce features, and information architecture to help site visitors find what they need faster. The holistic effort provided Krusteaz with digital differentiation in the increasingly crowded CPG marketspace.
Services & Capabilities
A customized, responsive experience built with Drupal
Fresh designers and developers built and implemented custom Drupal features and landing pages, improved navigation, recipes pages, product pages, blog creation modules, and an improved search flow.
Our team also integrated product locator systems, analytics tracking tags, and a page builder for future content generation. Understanding that CPG customers are frequently on the go, we designed seamless mobile responsiveness.
Creating value, collaboratively
The Krusteaz stakeholders’ have extensive knowledge about the CPG industry. We have years of consultative expertise about how to win in the digital space. Collaboration defined our multi-year engagement. New solutions, divergent ideas, design deliverables, and testing regimens were developed as a unified team. This approach ensured that a high-quality experience was delivered on day one and iteratively as the project evolved.
Planning ahead for a seamless handoff
Understanding the importance of adaption and change, we wanted to empower Krusteaz to take things over once we finished. The Krusteaz team was trained to use the custom page builder tool to continue developing without roadblocks. Krusteaz knows better than anyone how their customers engage and progress down the purchasing funnel. We gave them the equipment to continue targeting customers and serving new features throughout the site's lifecycle.
