Ooni
Joining the team during Ooni’s outstanding growth period, I joined as their first ever Design Lead for the team. Working closely with the Creative Director to allocate briefs and identify timeframes, and also identify creative opportunities within the business and sell in potential projects to help Ooni develop their brand and bring more brand awareness and develop a unique and seamless offering, keeping sustainability at the forefront of decision making.
Skills developed
Creative direction
Strategy
Mentoring
People management
Stakeholder management
Projects include
Start up guide
eBook cookbook
Indoor kitchen ideas
Exhibition stands
eCookbook
Creating a downloadable cookbook with the look of a traditional cookbook
The opportunity to create an eCookbook filled with recipes from Ooni’s brand ambassadors.
I was concerned about a downloadable PDF for a variety of reasons. I felt it would be difficult to navigate an online PDF book, it’s not easy to find the pages you are looking for or quickly flick through the book to find the recipe you are looking for.
Also, being digital I felt this could open up some great opportunities for cross sell and interactivity.
Outcome
We created an interactive cookbook with as much feel of a traditional cookbook as possible. So we kept it habing pages but added interative elements such as a contents navigation at the bottom of the screen, buttons on items (equiptment and groceries) pages for cross sell and opportunities to link to .com or Ooni’s social channels for them to engage with our social channels.
*This is an initial concept mock up and since creating there are many things I would change such as the location of the menu, sizing of things etc.
Essentials guide
The opportunity to create an essentials guide with what was actually essential.
The customers would see the different large booklets and ignore them, opting to set the oven up without it. Then, call the CX team because they couldn’t figure out what they had done wrong.
Strategy
Gaining as much insight as possible from the CX team, I led the work to identify what sections of the booklet weren’t required in the essentials book.
After gaining these insights I set about making sure enough information was in the booklet to inform the customer on the basics on what was required to set up the oven.
Another consideration was the booklet was a full colour 16+ page booklet that included recipes and information on other products. This presented an opportunity to create a smaller, single colour booklet that would inform quicker.
There was concern over removing the recipes, so, I suggested we direct them to ooni.com where all their recipes are hosted and is updated regularly. Giving thr customer the latest content rather then a printed booklet which becomes outdated.
Outcome
An 8 page, single colour booklet with clear, simple instructions with the absolute basics to get the oven set up to use.
Back to basics
Exhibition stand design
A large part of Ooni’s business is participating in roadshows across the world.
To establish a coherant brand experience across Ooni’s many tradeshows.
Building on the Ooni branding and showcasing the different product offerings Ooni has.
Outcome
Focussing on the brand colours, fonts and product offerings I created a stand with interactive elements, such as products that are able to be displayed but also touched and potentially removed for demonstrations, storytelling - telling more of the Ooni story by having pull out quotes and panels for talking about their purpose.
Making this stand more branded in the Ooni branding will drive more awareness of the Ooni brand and build more brand loyalty as people buy into the brand and not just the fact Ooni make a pizza oven, considering the competition was hotting up as more competitors hit the market. It was important to start building Ooni’s brand through visuals in this instance.
QR code guide
With Ooni always looking for ways to be more sustainable, I identified an opportunity to create an online based start up guide. The current set up guide is hundreds of pages long due to multiple languages. So I wanted to suggest a potential solution.
Inspired by IKEA instructions which are completely picture led, I set about to create an almost completely animation based guide with the basics on how to set up your oven.
Accessed by QR code on the oven’s packaging, customers can access a simple walk through on how to set up their oven. Customers would access each numeral step and follow the simple animations.
*This is an initial concept mock up and since creating there are many things I would change such as the location of the menu, sizing of things etc.
