Redesign & consolidation of four websites into one new Kelloggs.com built for the future

Digitas was asked to design a new website experience for Kelloggs.com, as well as assess three other company websites (KelloggsFamilyRewards, OpenForBreakfast and KelloggsNutrition) for content, functionality and brand ideas that could be moved over to a new consolidated website for a relaunch.

To make a strategically sound recommendation we had to sort through gigastacks of data, outdated content, a nearly unusable library of functionality and a dusty brand that hadn’t updated their guidelines since 2011. In addition, our K1 partner’s approach was drastically different then ours and we had to find a collaborative style that got the most out of the intelligence of the collective team.

INSIGHTS
Traffic to the existing 4 Kelloggs sites was focused on either highly utilitarian tasks like checking rewards points or seeking product information. My design team crafted UX flows through the most relevant content for consumers, aligning business with consumer needs. Also, the existing experience was too myopically focused on cereal and breakfast and didn’t expose consumers to the broader Kellogg’s portfolio or match societal trends of occasion snacking and eating. We helped the client team navigate in-flight projects that could help inform a focused brand approach for the new dotcom. Additionally within Kellogg’s, the 4 websites were difficult to maintain causing content to be outdated, data to be siloed and the consolidation project had become so devalued that it had been sitting in corporate limbo for over three years. Based on these insights, wecrafted a plan that would setup Kelloggs for success in the coming year as they leveraged our proposed design system.

SOLUTION
My design team created a modern consolidated website that tells Kellogg’s rich company story and focuses on food in a humanistic way. The new site helps consumers engage with the rewards program, resonates with trends and provides info and support when and where they need it. Consumers can engage with Kellogg’s wide variety of foods—helping them understand where they can buy, making recipes shoppable and tieing their purchases to a robust rewards program. In addition, the team crafted a smart, component driven design system that utilizes a shared codebase that can help Kellogg’s marketing teams make flexible, quick updates, expose new products to consumers and optimize the experience from first-party behavioral data.

RESULTS
The new consolidated Kelloggs.com design project wrapped at the end of December 2019 on time and below budget. Gail Horwood, CMO of Kellogg’s stated that the new website is beautiful, usable and modern. Plus the internal Kellogg’s marketing teams have continued to utilize the design system years later, leveraging its flexibility to craft stories for a changing, modern Kelloggs company.