Case StudyCaso de EstudioCas d'Estudi
Mobile first design improves food & beverages leader brand experience
Gallina Blanca (GBFoods brand), a European leader in Food & Beverages serving 1+ million consumers, has been able to improve their client’s brand experience, increase engagement and obtain more spots in search engines by modernizing their Spanish and Italian portals. Gallina Blanca’s page is one of the most popular recipe portals in Spain, hosting more than 30k recipes and 1 million users monthly.
Modernizing web portals without giving away positions
Gallina Blanca required a modernization of their outdated web portal’s appearance in Spain and in Italy (in the latter case under the brand Star). They were looking for a scalable solution. These portals had to be able to go under maintenance in order for any programmer to make changes in them and allow for scalability.
Agile methodology, Azure technology and Mobile-first design
Opentrends’ signature agile methodology was used in this project, which was reflected in the completely self-managed and multidisciplinary team involved.
Continuous product evolution reports were handed in at an increasing and iterative rate, applying the lean methodology in order to reduce time, eliminate reworking and interferences, and prioritize the handing-in of the most valuable products. Opentrends' applied tight interlocution and implication in the product definition, and incorporated a Scrum Master to the project in order to restrict viability and assess the cost of the solution.
Opentrends suggested using Drupal as a CMS to be able to develop a mature product, providing high levels of flexibility. As well as a modular design and components adapted to each necessity, the thematic system makes it easier to include a personalized design within the interface design.
As for the cloud architecture, the platform designed by Opentrends was ready to profit from the PaaS services provided by Microsoft Azure, including Azure Web Apps.
At the end of the project, more than 40k pages were migrated from earlier Gallina Blanca and Star portals to the newly created portal.
Design by our in-house Fail Fast Studio
Content-first focus, UX writing and SEO-driven.
Kitchen Guerrilla Test with which we obtained relevant data to create the recipe page. We did user testing with a number of cooks, a mobile phone, ingredients for a simple recipe and a fast prototype.
Mobile-first design: More than 70% of users access Gallina Blanca's website from their mobile phones. Google thus indexes first the web pages with mobile content. This is why we re-thought the web design from a perspective that prioritized mobile design.
Co-design and Agile: In order to accelerate the time-to-market of the web portal, we prioritized hands-in side-by-side with the Gallina Blanca team with two co-creations at the beginning of the project. Once all the redesign phases were split up and laid down, we followed the best known of Agile methodologies: Scrum. We generated continuous value during the entire redesign phase.
Used techniques: Research, user testing, ecosystem map, fast prototyping, UX & UI design and branded content.
Brand experience, engagement and positioning
With a curated design and advanced technology, the new Gallina Blanca portal obtained the following results:
- Improved reputation and digital branding
- Improved brand experience, reflected in a 5% increase in web access through mobile devices.
- Improved SEO positioning with a loading time decreased by 41% and decreased by 22% bounce rate.
- Increased engagement: 8% increase of viewed pages by session.
“With the new Gallina Blanca web, we achieved a cutting-edge platform and everyday agility in content management. It will allow us to engage with challenges ahead and to continue consolidating our digital objectives.”
Sergio García, Digital Media Planner at GBFoods
Why did GB Foods trust Opentrends?
- Given its extensive years of experience with Drupal
- Advance knowledge of PaaS services and previous work on it
- Differential value in the graphical aspect, oriented towards a mobile-first approach.
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