Quorn Nutrition
Quorn Nutrition required an intuitive resource for time-poor Health Care Professionals (HCPs) and a seamless integration with Quorn’s consumer facing website.
Disciplines:
- Discovery
- UX Design
- UI Design
- Web Development
Overview
Each and every Quorn product contains mycoprotein, a naturally occurring super protein that is high in protein and low in saturated fat. Mycoprotein is a fungi-derived and contains all 9 essential amino acids – just like meat, fish and eggs. Because of this, Quorn products are often recommended as alternatives to meat by HCPs, including Dieticians and Nutritionists.
We had previously worked on a stand-alone website for Quorn, mycoprotein.org, that told the story of mycoprotein, giving an insight into what it is and how it is made. The brief for Quorn Nutrition was to completely revamp the existing website and to make it a one-stop, Quorn branded website for HCPs, which would be seamlessly accessible via the Quorn consumer website.
The new resource needed to make it as efficient as possible for different audiences (Dieticians, Nutritionists, students and scientists) to access relevant information. Another key requirement was to allow the Quorn team to add new content which includes, but is not limited to, additional resources, references and nutritional recipes.
The Idea
The project started with a Discovery phase. As part of the phase, we ran a workshop with key project stakeholders, including members of the Quorn marketing and sustainability teams, as well as scientific writers who would be creating new content for the website. At the end of the workshop, and following subsequent wireframing and feedback, we were able to build a design prototype to test and refine the page structure and the user journey.
During the workshops, it became clear that an important addition to the new website would be dedicated sections for health topics - for example, Cardiometabolic health, and the mycoprotein studies relating to these topics. This would allow time-poor HCPs to quickly navigate to the information that is most relevant to their specific area of interest. Another key requirement was the ability to filter research and evidence by these health topics.
From substantial competitor research it also became clear that the website needed a clear proposition. From the moment that users land on the website they are informed that it is a resource for HCPs and are under no illusions as to what type of information to expect.
Imagery styles
Typography
Colour
Navigation category cards
CTA cards
Research cards
The Outcome
Our experience working with content-heavy websites meant that we were able to create a streamlined online destination for HCPs that delivered a fairly substantial amount of information but in a way that was not overwhelming for the user. Being an educational resource, it was imperative that the design was clean and concise. A large amount of white space was employed to allow the content to breathe, while simple card-based layouts create consistency between pages and aid in-page navigation.
The final solution, utilising Contentful, allows the Quorn team to manage content via a single intuitive interface. The chosen architecture means that we can roll-out new features as and when required. As part of a second phase, we introduced the ‘Quorn Nutrition Newsroom’ and a eCRM integration now allows the Quorn Nutrition team to regularly update their audience about new content via newsletters.
