We analyzed Bon Appétit’s website data, business and operations, and developed a three-year growth plan, including a shift in online editorial focus and a new digital product direction and roadmap, targeting traffic growth and deeper user engagement – pushing a full shift to mobile. We created directional designs used to communicate product enhancements. Developed new publishing and editorial practices focused on using social to grow the Bon Appétit brand and drive consumers to the website. We helped establish new operational processes across the print and digital teams to increase focus on digital without increasing resources. We worked with the ad sales team on selling in digital, and developing new ad products and a story for the market. We created a 3-year financial model based on projected traffic and engagement improvements driven by the product roadmap, including budgets and revenue, and accounting for time to implement product and operational changes, and realize growth. Helped BA editor-in-chief and publisher successfully pitch CondeNast executive management for increased investment to enable the growth plan.
Here is what Bon Appétit’s new recipe page looked like, showing how to mix strong visuals and content, with community and interactivity to drive engagement: