Corus Entertainment: Food Network Canada
The Food Network Canada Redesign
Role: Product Designer
Overview:
The Food Network Canada has been in the midst of a rebrand since early 2021. Once I joined the team and began working on the brand, the newest site had recently launched. Shortly after the site launched, the UX Designer on my team, Patrick and I began our post-launch efforts.
These included stakeholder interviews, user interviews, and Zoom meeting user testing.
Phase 1: Post-launch User Testing
This project was done with my manager, Tiana, AND UX researcher Patrick.
The user testing began with surveys for our stakeholders and users. These tests were moderated. They were used to find pain points related to users’ ability to find recipes.
The redesign of the Food Network was focused on highlighting recipes on the site. Due to restrictions from the US, The Food Network Canada could no longer serve users with full episodes and show content. Therefore, the site needed to redirect users and provide new value.
The post-launch research aimed to determine if users were able to easily and quickly find recipe content.
Within the user testing, we saw that the user flow to finding recipes was airtight. Users were able to find this content easily. However, there was a new missing piece: Show content.
During the moderated testing, Patrick would ask users to find a specific show. We would observe them repeatedly type this show into the search box. However, they were met with all information on the site that had anything to do with the show. And many of these were often recipe related. They were also ordered by recency. Thus, nothing showed up showcasing information just about the show and the host.
Though users were not able to watch full shows, users were still interested in content related to the shows, which was missing from the site. So, with this information, we began creating the All-Shows experience.
Phase 2: Understanding the Problem, and Creating Solutions
The website began with three options in the navigation. Recipes, Chefs & Hosts, and Where to Watch. We realized that the viewers were navigating to the Chefs and Hosts page when searching for show-related content, but this led them to information about the host, that didn’t necessarily link to pages about shows.
Subsequently, the team began the process of creating a page that had information to prioritize shows. Thus, we created the user flow, and the pages themselves.
Firstly, we added Shows to the navigation. This provides an immediate entry point to information about the Shows.
Screenshot of a mockup
With regards to show information the marketing department also believed it was important for stakeholder purposes to have a master list of all shows available.
Users expressed interest in having access to show information, and it was also important to the marketing departments, as well as the Chefs themselves, that they be represented on the site to some capacity.
Therefore, we created a 2 in 1 page. This was a page that housed both the master list and recent shows for users.
Conclusion:
This project has shipped and is live on the site presently. See below a video of the final page, as well as a link to the live page.