Kraft foods, Inc.
Kraft Foods Inc. was an American multinational confectionery, food and beverage conglomerate. It marketed many brands in more than 170 countries. 12 of its brands annually earned more than $1 billion worldwide: Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Trident, and Tang. Forty of its brands were at least a century old.
objective
To enable users to shop for recipes on kraft.com and pick up ingredients from your local grocery store.
Results
Created a responsive experience for a user to browse recipes, go to the detail page where there was a tab of the directions and ingredients. In the ingredients tab, a user would be able to select ingredients to add to their cart. If a user was purchasing more than one recipe, the ingredients were aggregated to avoid the user from over-buying.