We designed Feed Good Rewards as a way for Canadians to eat well, waste less food, and feel good by donating to a worthy cause.
We designed Feed Good Rewards as a way for Canadians to eat well, waste less food, and feel good by donating to a worthy cause.
The more users engage with Feed Good Rewards, the more it delivers on Grupo Bimbo’s global promise of Nourishing a Better World.
I was responsible for stakeholder interviews, competitive analysis, and requirements gathering working directly with Bimbo stakeholders. With Dentsu, I led design workshops, information architecture, wireframes, and design hand-offs between Creative and Development.
Bimbo Canada, Merkle, and
Dentsu Creative
February 2022 to January 2023
Feed Good Rewards delivers on the promise of Nourishing a Better World. Sign-up rates for the first 6 months exceeded expectations, and Bimbo Canada has made significant contributions to Food Banks Canada as a direct result.
Most Canadians don't think about the baker. They think about the grocer that sells the bread. We had to change that.
Consumers earn points every time they view recipes, share recipes, download coupons, enter contests, and subscribe to newsletters. Their points are converted to dollars donated to Food Banks Canada.
To increase engagement, we developed a simple recommendation engine for consumers to find new ways to create sandwiches, ultimately leading to a new consideration set of products from Bimbo.
Our features were driven by insights during my Discovery work as an individual contributor, working with Bimbo’s marketing and research teams. For Strategy and Design I partnered with Merkle and Dentsu.
I started my discovery with stakeholder interviews. From the Vice President of Marketing to the Customer Service Agents and Digital Operations, all voices matter when it comes to stakeholder alignment.
I conducted a competitive analysis shortly after the interviews. The report covered 9 websites and identified feature sets and value propositions. I also evaluated overall UX using Jakob Nielsen's 10 principles for interaction design.
I developed a template and facilitated design workshops. The guiding principles were derived from our Discovery phase.
Understanding how consumers want to interact with recipes, contests and coupons, I developed wireflows to identify the best opportunities for increased engagement to earn more points.
I developed prototypes instead of annotated wireframes due to time constraints, helping our team better manage stakeholder alignment at a critical point in the project.
View Desktop Prototype
When developing clickable prototypes, it's best to continue developing detailed annotations for all members of the team. Figma Dev Mode is my new standard to solve this problem.
A completely new brand for a new platform
Our Creatives designed the brand from scratch. I helped the UI team implement the new brand and identify elements that needed to be added to the design system.
Visit Feed Good Rewards
