Redesigning landing pages for search engine optimization (SEO)

Serious Eats is the destination for delicious - an online publisher providing decades of home-cooking expertise. As the sole product designer on the team, I was responsible for redesigning the site's landing pages to reflect its information architecture and to improve the experience for recipe inspiration.

Before getting to the designs, the first step was to map out our entire site architecture. Collaborating with engineers, we structured it according to user preferences as well as to improve SEO optimizations. Wireframes were then developed to become the go-to guide for all things cocktails, desserts, etc. They would house recipes, techniques, videos, and recommended equipment.

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Designing Components

These landing pages were designed to be flexible. Depending on the editorial value of each category, landing pages could be highly curated or follow a basic template. Components could be built on-to each other to highlight popular recipes, or showcase a 101 guide to making cocktails.