Menu
RELATED AREAS:
Mycook, one of the pioneers in the kitchen robots sector, has launched a revolutionary new machine. Mycook Next is the most innovative product in its range. It integrates design, technology and innovation in equal measure, with an XXL screen and futuristic design, as well as providing new cooking options and cooking processes.
To communicate this new product launch, parent brand Taurus needed a website that not only conveyed the main messages of the product, but also conveyed the identity of the new product. The previous Mycook website was more concerned with the design and message of the preceding food processor (Mycook Touch). Taurus expleined that the new website needed to improve the communication of the product’s qualities and potential, rather than being conceptual and not sales-focused. Optopus took charge of redesigning the website, both visually and conceptually, so that all messaging was transmitted in the most effective way for the consumer. This ultimately helped to boost sales conversion.
The process of remodelling the Mycook Next website began with ‘smart thinking’ work. This step is prior to the creation of a strategy, and Optopus believe this is essential in order to devise an appropriate action plan.
During this first part of the process, the product, the competition, the differential value and all characteristics of the product are studied in depth in order to establish a winning hierarchy of product information.
The second step was to work on a brand strategy to link the artistic concept to the rest of the SKUs in the range.
Once the brand strategy was defined, we worked on the creation of a production brief. This told the creative team (copywriter and designer) in detail how to optimise and create modules for the website. In this way, creation criteria were clearly defined. This helped to create visual and textual messages in accordance with the established brand strategy and hierarchy.
The last step consisted of delivering the final files so that they could be quickly activated on the new website, along with the designated measures.
The new website for the Mycook Next food processor obviously differs in terms of messaging and design when compared to the branding of its predecessors. It clearly links the brand to new concepts that define the new prototype, such as innovation, technology and design.
At the same time, the website was reordered to convey priority messages in a more hierarchical way, thus improving the consumer’s browsing experience. In this way, the main features of the robot are explained in a very visual way in order to make the concepts that characterise the operation, use and advantages of the new robot as comprehensible as possible.
Therefore, the website imitates the shopping experience that consumers have in a physical shop, where they are attended by a salesperson who explains all the characteristics of the product and tries to answer their questions. This is achieved due to the ‘smart thinking’ step that determines the key purchase messages to be transmitted, and their order.
