Jamie Oliver

Jamie Oliver

Strategy, web design

Jamie Oliver wanted to make his website the online destination for food within the UK. The aim was to significantly increase traffic volumes to his website, by creating an online food encyclopedia that would take the form of a 'wiki', meaning it would rely on user generated content to organically grow.

Wickedweb worked with Jamie Oliver's external relations, marketing and technical teams to design the Foodwise templates and produce the technical specification for the project delivery.

The web design is very on-brand, and perfectly targeted at the users – it’s eye catching and intriguing, and very 'Jamie'. The style is warm, homely and earthy, portraying Jamie's friendly personality and back-to-basics cooking methods. Created to work alongside the existing Jamie Oliver website, but given its own identity, the Foodwise section stands out in design, content and exciting features.

Functionality includes dynamic content, such as call-outs to the latest addition, Jamie's newest article and an honor role highlighting the most active editor. There are also spotlights on the most viewed articles, just edited comments and the number of people currently logged in. A key feature, which increases the level of user interaction further, is the ability to vote for useful articles. In addition to making Foodwise as easy for users to contribute to as possible, a quick and simple search facility was paramount. Wickedweb designed both a quick search tool, which is featured on each page, and an advanced search option, allowing users to select food categories as key search criteria, including growing and sourcing food, healthy eating, 'how to' and sweet treats.

Registered users of the Foodwise enjoy additional features once logged in, including a personal 'notebook' which allows them to save articles of interest whilst they are browsing Foodwise, and view their favorites at a glance, in one place. In addition, they can view a list of all their contributions to Foodwise, including new content they've submitted and edits they've made to existing copy.

Foodwise has created a food community, as well as an online food resource for UK food lover alike, driving more food-based searches to the website and an overall increase in traffic.

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