Designing Digital Engagement for Kellogg’s Products
As a UI and UX designer, I had the opportunity to work on two significant projects for Kellogg’s India: the Kellogg’s Corn Flakes brand site and the Special K diet microsite. Both projects aimed to enhance brand engagement and effectively communicate the unique selling propositions of each product. This case study illustrates my approach to understanding user needs, design thinking, and the application of effective visual design in creating impactful digital experiences.
Kellogg’s Corn Flakes Website
Brand
Kellogg’s Corn Flakes is one of the flagship products of Kellogg’s, a leading global company in the breakfast cereal market. The brand’s vision focuses on improving products and processes to provide nutritious options that meet high-quality standards.
Brief
The objective was to create a dedicated brand site that aligned with the tagline "Have Kellogg’s Corn Flakes to Have a Great Start for a Great Day." This site was designed to capture the essence of Kellogg’s Corn Flakes while addressing common misconceptions about cereal consumption.
Target Audience
Our primary audience was married women, aged 25-40, primarily residing in metropolitan areas. As the health managers of their families, these women seek to provide filling and nutritious breakfasts that cater to the daily needs of their loved ones.
Design Challenges
One of the primary challenges was ensuring that the online presence was consistent with Kellogg\'s offline advertising campaigns, including television commercials and print ads. Achieving this alignment required close collaboration with marketing teams to ensure that the site reflected the same messaging, aesthetics, and branding strategies used in offline media. This meant translating traditional advertising concepts into interactive, user-friendly digital experiences while maintaining brand integrity.
Design Approach
The design focused more on visual branding, ensuring that the UI was aligned with Kellogg’s image. This approach allowed the interactive elements to seamlessly merge with the brand identity, creating a tailored experience for users. The site “Great Start Great Day” was conceptualized to promote the benefits of Kellogg’s Corn Flakes and emphasize all six product variants. To counter the myth that cereals are boring, we included engaging sections such as:
- Breakfast Recipes: Creative recipes that highlight the versatility of Corn Flakes.
- Testimonials and TV Commercials: Real-life experiences that demonstrate the product's benefits.
- Interactive Apps: Features like “Make Your Own Bowl,” a flash-based app that adds a fun element to the user experience.
Results
The site launched on May 9, 2012, and achieved remarkable engagement metrics:
- Visits: 549,151
- Unique Visitors: 508,743
- New Visits: 92.64%
- Page Views: 910,598
- Pages per Visit: 1.66
Kellogg’s Special K Website
Brand
Kellogg’s has established itself as a top-tier cereal producer for over a century, with Special K as one of its flagship health-focused products. The brand aims to support weight management through a structured diet plan.
Brief
The goal was to create an interactive destination page for the Special K diet, promoting the unique proposition of losing six pounds in two weeks. Our strategy included documenting a case study featuring a persona named Akanksha, who aimed to lose weight ahead of her wedding.
Research and Persona Development
After extensive research, we created Akanksha's persona based on interviews with women who wanted to lose weight. Her journey allowed us to present a relatable experience, making the benefits of the Special K diet tangible for users.
Design Challenges
Similar to the Corn Flakes project, one of the major challenges was ensuring alignment with the brand’s offline advertising campaigns. We needed to create a seamless transition from TV ads and print campaigns to the website, ensuring that users felt a cohesive brand experience across all platforms. This involved maintaining the same visual language and messaging while making the content engaging and interactive for the web.
Additionally, I was given the opportunity to conduct a special photoshoot with models featured in the TV ads. I created a storyboard for animated banners designed to drive traffic to the product website, allowing for a narrative continuation from the commercials to the digital platform. This story-driven approach enhanced user engagement and strengthened brand recall.
Design Approach
The design for Special K also prioritized visual branding over traditional UI elements, ensuring that the interactive components were consistent with the brand’s identity. This strategy helped create an inviting and engaging user experience while promoting the product’s health benefits. The website was designed as a resourceful platform, providing:
- Diet Plan: A clear two-week challenge emphasizing portion control and meal replacement with Special K.
- User Engagement: Features to track meals and provide feedback, ensuring users felt supported throughout their journey.
- Brand Alignment: The site launched in conjunction with TV commercials and magazine ads, reinforcing the message across multiple channels.
User Feedback
Post-launch, we collected user feedback highlighting:
- Cost Effectiveness: Compared to other diets, Special K products were affordable and readily available.
- Practicality: The diet was simple and adaptable, making it easier for users to integrate into their lives.
- Safety: The diet did not require extreme restrictions, promoting a healthier approach to weight loss.
Learnings
Working on these two projects for Kellogg’s India enhanced my understanding of user-centric design and the importance of visual communication. The experience not only strengthened my skills in UI/UX design but also underscored the significance of aligning brand goals with user needs. Both projects successfully engaged users, provided valuable information, and helped position Kellogg’s as a leader in the breakfast cereal market.
All Selected Works