Kraft Foods

December 9, 2011 · Corporate

Kraft Foods embarked on a major global website redevelopment project which involved redeveloping and redesigning their websites in all of Kraft’s main markets

Key objectives: To identify the optimal content, look and user flow for the Kraft Foods Australia website, and drive up volume via extended usage ideas. To recommend usability, structural and content improvements.

Methodology: Qualitative research involving workshops, in-depth interviews, observation, and KPI ratings.

Outcomes: Kraft Foods have seen marked improvement in visitation rates of the site since its redevelopment, and also indications of increased volume.


Note: this study was conducted by MarketScape consultants while being employed by another research firm