Client: Kraft

Kraft has created a highly interactive web site centered on quick and easy recipes.

Client Challenge:
Kraft wanted to make its Interactive Kitchen easy to use, clear, and helpful for people with all levels of Internet proficiency.

The Westport Company Response:
We determined consumers' preferences for organizational and visual elements of the site by conducting a series of specialized focus groups to:

•	Evaluate both the current and proposed designs for the Kraft Interactive Kitchen.
•	Gather consumer comparisons between Kraft's site and key competitors' sites.
•	Identify the most valuable new content and tools.

Once the site was live, we used our Experience Probe methodology to make sure that target consumers could use Kraft's site easily and without confusion. On an ongoing basis, we continue to test the site as enhancements are made.

As a result of our task-based trials and interviews, we were able to identify areas and elements of the site for refinement and offer detailed recommendations for these changes.

Methodologies Used:
experience probes
diagnostic focus groups
competitive reviews

Url: kraftfoods.com