KING ARTHUR BAKING
Role: Lead Creative (UX Strategy, Visual Direction, Client Partnership)
Agency: Third and Grove
Scope: Recipe Box + Account redesign, Classes flow, Recipe Detail optimization, acquisition enhancements
King Arthur Baking didn’t want to compete on the grocery shelf — they wanted to inspire why people bake in the first place. With a recipe library and strong brand loyalty already in place, the next step was evolving the digital experience to meet growing user expectations. I led the reimagining of core features including the Recipe Box, My Account, and Baking School, creating a more useful, inspiring platform for bakers.
THE CHALLENGE
The site was central to King Arthur’s community, but its most-used features weren’t keeping pace. Customers were saving anywhere from one to over a thousand recipes with no way to organize them. The Classes page was expanding across categories, locations, and formats but lacked a clear discovery flow. Even recipe detail pages — a top traffic driver — created friction at the very moment people needed them. All of this needed to be reframed within a fixed design system and CMS, using a limited budget to make the most impactful changes.
THE WORK
I redesigned the Recipe Box and account area so bakers could finally organize their collections with better filtering and structure, making the feature useful whether someone had five recipes or a thousand. I restructured the Classes page to scale with new offerings, introducing a clear flow and filters that made browsing by category, location, or format simple. Recipe detail pages were streamlined for clarity, readability, and smoother use across devices. These updates transformed the site from a static content hub into a flexible platform that supported saving, learning, and baking in one place.
MY ROLL
I directed UX and design for the Recipe Box, Account, Classes, and Recipe Detail pages. I mapped flows, reorganized content, and created scalable layouts. I worked directly with King Arthur stakeholders to prioritize needs, present solutions, and align strategy. I also collaborated with PMs and developers to balance ambition with system constraints, ensuring designs were feasible and impactful.
OUTCOME
The redesign delivered measurable improvements, including a 16% reduction in bounce rate, strong engagement with the updated sections, and positive feedback across King Arthur’s fan base. Beyond numbers, it solved long-standing usability issues and laid the groundwork for scalable future growth, positioning the site as more than a recipe library — it became a trusted digital baking hub.