Conagra Foods Multisite Platform
Conagra had a need to simplify its multi-brand site experiences, as 40% of consumers use websites to research food & recipes, and each of Conagra’s 45+ brand sites were uniquely coded and cumbersome to maintain.
I was the lead Art Director at POSSIBLE, partnering with internal UX teams external agencies, tasked with migrating all custom-coded Java sites to one unified platform, with the goal to simplify Conagra’s network of brand sites to one cohesive CMS. I advised on the overarching UX framework build, and directed all brand’s unique visual and voice themes.
The results?
Bounce rate decreased by 15 percent
Site visiting time increased 27%
Recipe conversion rate increased 114%
Reduced overall market spending
Engage Award Winner for Best Consumer Brand Experience
Scalable & Standardized Architecture
The developers and I created a base template of all pages types, including homepage, PLP grid, Our Story, Recipes and more. The UX considerations followed a mobile-first approach, with responsive layouts and strict Q&A steps. CX best practices were incorporated in all CTA and PDP builds, to shorten the path to purchase.
When Conagra needed to spin up a site for a new or existing brand, we simply duplicated the site template and reskinned the visual and voice themes to align with the specific brand standards.
And, because every site shares a single code base, platform maintenance and governance is effortless.
You can read about the specific back-end coding and single-source workspace created with Acquia Cloud Site Factory and Drupal 8 CMS with the agency Acquia here.
Orville Redenbacker
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Healthy Choice
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Reddi Whip
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Hunt's
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Chef Boyardee
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David Seeds
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Marie Callender's
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Slim Jim
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Orville Redenbacker 〰️ Healthy Choice 〰️ Reddi Whip 〰️ Hunt's 〰️ Chef Boyardee 〰️ David Seeds 〰️ Marie Callender's 〰️ Slim Jim 〰️
Tiered Sprints & Agile Workflows
The ask was to build all 45+ brand sites within 1 year.
I directed a team of 3+ web designers, and oversaw an agile workflow for reviewing directly with Brand Managers at Conagra. I partnered with the copy manager to construct scalable, tiered sprints for design + copy, so each individual client team had clear expectations on timing and go-live dates.
Each sprint consisted of 10 site builds within 3 months.