Taste Of Home - Recipe Product Page
This project was to redesign a recipe page to optimize it for search engines, increase revenue from affiliate links, and create a clean, user-friendly layout.
Role
Product Design Lead
Timeline
4 months
Impact
Affiliate Revenue is up 92%
Opportunities
Based on their feedback, I’ve listed some ways to improve the user experience and find solutions. The following solutions were designed to focus the user on achieving their goals and address real user pain points identified through the usability test.
Making sure that once they arrived at the recipe page, the information they were looking for is there, and there’s no reason for them to waste time doing additional steps.
Design a mobile version with tabs for ingredients and directions to prevent over-scrolling.
The food photo should be placed after the title and star reviews so that users can see what they're going to get.
The prep time and servings icons need to be placed above the fold; users want to know how much time they're gonna spend making the food.
I added difficulty scale icons at the top before reading the ingredients so that they will not be discouraged from cooking or baking.
Test Kitchen-approved and Contest Winners badges should also be displayed at the top.
To make another option, if the recipe is a video, it needs to add a continuous play on scroll.
Making sure info is there before users jump into the next recommended recipe and video
I want to ensure there’s still an ad running that doesn’t break the page. Ad cleaning and restyling.
Icons need to be restyled for website accessibility
Overall, pages need to look cleaner and fresher, which is important for the brand and for sales, and should be easier for our users to navigate and consume. It also provides a baseline for testing new features and optimizing ad placements.
Design explorations and Ideating Solutions
After defining the overall structure, it was time to work on sketches. I created low-fidelity wireframes for mobile devices and conducted user feedback audits. It took a few concepts and revisions until I created a structure that was clear, concise, and easy to use.

Experimenting with the placement of the header and advertising, which one will go first
Time, serving, and easy level icons were placed after the writer’s name and reviews
Food photo after the header title
Tab to toggle Ingredient and direction to avoid over-scroll
Experimenting with video pre-roll
Experimenting with ad placements
Prototype

A. I removed the extra sticky top bar (utility bar) that has the “Save, Share, Next Recipe” options to avoid confusion; I want to be able to showcase the information before users save and move to the next recipe. I also removed the list menu (Recipe, Dinner, Baking, etc.) as it is redundant, since those are already included in the menu navigation.
B. 320 x 50 ad mobile leaderboard
C. Title + Reviews + Contest Winner + Test Kitchen Approved placed on top is because I found out that when people are watching video recipes, they immediately go to the comments section, and they want to know the experience of the other users before they do the recipe. The reviews button automatically scrolls or anchors down to the reviews section
D. Recipe image above the fold
E. Total Time + Servings/yield + Difficulty scale - these icons provide enough information to showcase how much time they're gonna work on the recipe, for how many people, and how easy it is to make.
F. Video recipe continues to play like a preroll

A. Restyled and increased the size of social media share buttons for social engagement.
B. I don’t want to remove the quotes (Romance) from the author because they give a personal approach to the users, so I decided to put this section below the social icons, and if the copy is long, it should have truncation.
C. Rate + Review + Save + Print are re-styled to pass the web accessibility compliance. Added some interaction, the button changed its color to solid on tap/click (hover on desktop)
D. Recirculation metric "Recommended" to create a loyal audience
E. Programmatic Advertising - Background restyled to create a separation from the content
F. Ingredients and directions tab that you can toggle, so users won’t get lost by over-scrolling.
G. New Feature - Branded Ingredients insert as native ad to boost revenue
H. Buy ingredients button for shopping commerce using Chicory, added for both ingredients and directions
I. New Feature - Text Ingredients (click to text) button for user engagement
J. New Feature - Wake-lock function to prevent your screen from going dark while you cook.

A. Test Kitchen Tip module redesigned
B. Tags for SEO focused on keywords – no over-tagging allowed: a single post should only have two or three tags that fit the bill.
C. Recommended Video - to create a loyal audience
D. Reviews/Commenting via OpenWeb has more functionality, better moderation, new revenue stream
E. Programmatic Advertising - Background restyled to create a separation from the content
F. More from TOH - to create a loyal audience
Results on New Features
Text Ingredients - In the first week, 35,000 people took advantage of this feature!
More engagement on recirc units (recommended, more from etc.) comments/reviews, etc.
Affiliate Revenue is up 92% for November, mainly Chicory
Highest programmatic ad revenue day at $176,000, the day before Thanksgiving
The recipe page has been upgraded to be a WCAG & ADA Compliance Solution- this means that people with visual and hearing impairments can more easily engage with our content.
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