Ivett
UX designer

Que Rica Vida Site Relaunch

We set out to redesign a brand new site and mobile experience for General Mills Inc. GIS, a global manufacturer and marketer of branded consumer foods. Our client goal was to remain relevant to the millennial Latina mothers who tend to access the Internet on their smartphones and tablets.

Our solve for QueRicaVida.com included multiple shopping options, innovative recipes and information about new food products, cooking tips, nutritional information and grocery card-linked deals to homemakers for increased convenience.

My role:

As the Sr. UI designer I lead the visual interaction experience from sketches through interactive prototypes. Our full design team included a Director of UX planning: Miriam Block, Sr. UX designer; Scott Conlin, Interaction Designer; Kezra Cornell and Creative Director; Colin Kulow.

QueRicaVida.com Relaunch

QueRicaVida.com Relaunch

Previous Que Rica Vida Website

Previous Que Rica Vida Website

Heuristic Research

Our initial research included  a full visual and content audit of the previous website. Analyzing the current website we found several pain points and key findings:

  • The site was not mobile friendly
  • Navigation was confusing
  • Recipe content was outdated and unorganized
  • Traffic to the site was below GM goals
  • There was little interest on newsletter or email sign-ups


User Research

Based on interviews and online surveys we developed personas which helped us determine the goals and pain points of our millennial Latina mom main user :

  • Family and cultural identity are very important 
  • They cherish bicultural, bilingual experiences 
  • They have a passion for cooking and innovation 
  • They look for easy ways to save and add value

"Nearly 40 % of Latina moms rely on mobile devices
as their primary internet source"
U.S. Hispanic Millennial Moms Maximize Mobile, IAB.com, 2015
Que Rica Vida
Que Rica Vida

Visual Exploration

I created several mood boards and sketches to explore graphics patterns, cultural visual references, typography and colors that will be used to give the new Que Rica Vida website a contemporary yet culturally grounded visual experience.

Drop Down Menu for Easy Navigation and Exploration

Drop Down Menu for Easy Navigation and Exploration

Que Rica Vida

Navigation UI

Our navigation visual design focused making cooking easier from your smartphone with a clean, clear, fluid contemporary design.

Recipes UI 

The recipe detail page was designed to be very accessible on mobile devices. The tab feature makes it easy to go back and forth between ingredients and steps.

Additionally, across all devices user can now easily share and pin their favorite recipes.

Que Rica Vida

Easy Savings 

Value Savings features such as loyalty cards linked to your account and recipe ingredients were added to bring additional value to our user.

Style Guide

All graphic and typographic elements for the new website were documented in one document to facilitate continuity across the site and to provide a visual language.

200%+
increase in website visits during the first year of relaunch
800%+
plus growth on email
subscriber list
Best in Class
Awarded by portada-online.com
Ivett was central to the creative execution of several large marketing initiatives I was leading at General Mills. Ivett brought to life the overall design for our owned site targeting hispanics, Quericavida.com, which Portada called "Best in Class".
Tricia McCaffrey, Marketing Manager, Owned Media Platforms at GM

Final Thoughts

This was a great learning experience. Clear communication and constant collaboration were critical for the success of this relaunch initiative. Working on QueRicaVida.com I learned how to efficiently create high-fidelity prototypes under very short time lines, present to a large number of stakeholders, along with the best ways to collaborate and provide a smooth file transition with developers.