Our Customer Experience (CX) team began with a brand exploration that led to deeper insights around the true essence of the Duke’s brand – its authenticity. From the founder, Eugenia Duke, the original recipe, unique taste, classic label, and volunteer celebrity chefs; Duke’s screams authenticity. Creative examination around the themes of authenticity, their classic recipes, novel promotions and events and ties to regional and local chefs led to a look and feel that reflected the authenticity of the Duke’s brand and its fans. Ideas included a greatly simplified navigation, a more engaging roadmap to showcase recipes and chefs, and a revamped approach to save and share recipes across social media.
CapTech deployed best practices in user testing and accessibility to optimize the functionality and address compliance issues. The team also focused on updating copy and content to provide a richer relevancy signal to Google. The technology solution using WordPress helped to optimize their ease-of-use and ability to manage client experiences – critical given Duke’s staff levels. We also created the first ever “mayonnaise subscription” service for Duke’s chefs and fans living outside their distribution.