Tate & Lyle

Redesigning the Tate & Lyle web experience

Challenge

Tate & Lyle are forever linked in the public's consciousness to their sugar business - which was sold in 2010. Their recent brand positioning establishes them as the experts in making food extraordinary and yet their digital communications was lagging well behind and needed a complete overhaul to help connect the business to new kinds of customers.

Solution

After winning the pitch, our team began a detailed discovery phase of work in which we interviewed stakeholders throughout the business. These interviews established a clear direction for the project and helped us understand the evolving nature of their foods business, and the role that Tate & Lyle plays in working with some of the biggest food brands to support them in innovation and the creation of new products.

Over two days we facilitated a Design Hothouse for client stakeholders - simultaneously in London and the USA. This Hothouse led to a clear understanding of which of their audiences was key for the new redesign and helped the client focus in on the different needs of key audiences. We created a suite of user archetypes to help shape this understanding, and these were used to think through potential functionality that might be served by the website.

This was augmented with a set of experience principles that were used to guide our design work as we moved into a detailed experience design phase of work.

The team then focused on building out more detail for each of our archetypes' user journeys in wireframe format, and in parallel we developed a look and feel that pushed the existing brand language forward to cope with the requirements of the online experience. The site launched recently and is available to view here.

My role

Project planning, workshop facilitation, client interviews, experience direction.