How do you take the digital presence of an iconic, global brand like Kellogg’s and make it current, coherent and consistent? You begin with a dedication to the users, being mindful of their experience across channel and device. You create an innovative yet CMS-friendly design, and then devise an information architecture that makes the flagship web property easy to navigate while connecting seamlessly with the larger Kellogg digital ecosystem. The key objective for the redesign of Kelloggs.com was to “build deeper, more profitable, consumer relationships through a superior digital experience.” User Experience teams employed a value-centered design approach to determine the “sweet spot” of value to the business, the brand and the user. Proper awareness of the distinct needs and goals of each constituency provided the project team with: 1.Centralized focus when planning digital experiences, problem solving and choosing among multiple options. 2.Methods to communicate, illustrate and build consensus around what is the best “return on experience” for users. 3.Routine examination of brand consistency and business objectives to define and deliver the best “return on investment” for Kellogg.

Kellogg believes strong brands are created and sustained by the strength of their relationship with consumers. Increasingly, this dynamic consumer-brand relationship is taking place in a digital environment, from brand websites to social media networks, online display advertising to search engines, and mobile applications to email newsletters. The proliferation of digital channels has only increased consumers’ expectations for two-way interaction and consistency of service. As a result, success in building and maintaining strong consumer relationships is dependent on the ability to deliver meaningful and delightful brand experiences across all consumer touch points, including the web. Kellogg set out to create a consistent brand and highly user-centric experience by integrating Kellog