User experience strategy - Future vision (2013)

      Finished visuals for homepage by the art director


Maggi had several brand sites for different countries, each country had the freedom to adapt its content to local needs. The purpose of this project was to create a future user experience vision of what the main site could offer in future, and use that vision to inspire local sites to adopt more effective strategies.

Design Process

1. Assessing the current situation, looking at how different countries adopted different approaches to their markets, and other concepts provided by Maggi
2. Doing some quick'n'dirty user research, mapping the context and activities around cooking, using self-documented situations on social media platforms as the basis. The approach was activity-centred rather than user-centred design.
3. Based on the activities identified, generate service ideas to improve people's daily lives, filter out the ones which seem less feasible or believable from a user value standpoint.
4. Prototype a web application to demonstrate different solutions. This made the UX vision tangible and became instrumental for Maggi's discussion with the different countries and internal business units about their future direction.

User Research: self-documented activities around food

Mindmap: Eating, Cooking, Activities, Context, Needs

Considering the whole user journey (view pdf)

Proto-personae: From Takeaway Junky to Pro Chef

Generate and sketch service / product / app ideas

Guessing the impact of each idea

Sketching UI for the different social functions

Creating a structure to hold the different modules

First wireframes

Application structure

Soon, it became apparent we had generated a rich mix of social application ideas. It was decided with the Creative Director that we adopt a horizontal scrolling system with a navigation bar providing quick access to the different modules. This structure seemed appropriate because we were creating a proof of concept rather than something to be deployed or go into production, so usability concerns were secondary at this point. The main role of the final prototype was to illustrate the future vision and stimulate discussion between the different Maggi country managers, the modular approach made it easier to discuss the functions rather than a fully integrated application.

Prototype screenshots(Axure)

Visual design by the Art Director



The project continued without me as I was called to lead the Carrefour project. Maggi was very happy with the different service concepts, and because they coud work as individual modules each country could pick and mix to suit their local market. I recommended Maggi should test the different concepts with local users, and make any adjustments before deployment. As a UX strategy piece it fulfilled its mission, giving Maggi a clear vision about the type of social tools it could provide its customers, creating value for users and increasing brand loyalty.