WEB & UI
CATEGORY
FOODIES OF SOUTH AFRICA WEBSITE REDESIGN
BRIEF
Following the Foodies of South Africa brand refresh, the existing website no longer reflected the updated brand identity or the platform’s ambition. The goal was to redesign the digital experience into a modern, user-friendly recipe platform that better served its three key audiences: recipe seekers, content creators, and brand partners.
The redesign focused on making recipe discovery effortless, strengthening Foodies’ credibility as a leading food platform, and creating a scalable foundation for future growth.
MY ROLE
I led the UX and UI design process from research through implementation. My role included conducting user research, defining user groups, creating experience maps and user journeys, designing wireframes and interfaces, building the website in Wix Studio, developing CMS templates, and managing the migration of 700+ recipes into the new platform.
PROBLEM SOLVED
The previous website had valuable content and strong brand recognition, but the user experience was outdated and no longer supported Foodies’ evolving goals.
Recipe seekers needed a faster and more intuitive way to discover recipes, while brands needed a clearer view of Foodies’ capabilities and previous partnerships. Creators also needed a better understanding of collaboration opportunities.
The challenge was to transform the website from a simple recipe archive into a modern, scalable platform that supported both community engagement and business growth.
— BEHIND THE WORK
KEY DECISIONS
DESIGN DIRECTION & STRATEGY
Through user research and experience mapping, I identified the needs of three key audiences: recipe seekers, creators, and brand partners. These insights shaped the website structure, with recipes positioned as the central experience.
I redesigned the recipe journey around easier discovery through search, categories, tags, and filters, while creating structured recipe pages optimised for mobile cooking experiences. Features such as recipe videos, key information (servings and cooking time), and print-friendly recipe layouts were introduced to improve usability.
CONSTRAINTS & SOLVES
One of the biggest challenges was migrating over 700 recipes from the previous blog-based website into a new CMS structure. Due to the volume of content and platform limitations, I explored technical solutions including data extraction and Python scripting to restructure and import recipe information efficiently. I also developed reusable CMS templates and components that simplified future recipe uploads and removed the need for ongoing design support.
— THE JOURNEY
