Martha.com
Creative director for Martha, 2021 Launched, rolling out
Strategy:
Content and commerce were built as two businesses. Martha.com puts a recipe, its story and the pan you need on one page, and LifeOS is the ten-year plan for how that page gets assembled for its reader.
Design:
The editorial commerce site across desktop, tablet, phone and watch: a component system that pairs a recipe with the pan, then the layers that make the page context aware and personal.
Leadership:
Head of brand and product at Stay Gold, working directly with Martha across the brand and the product experience. Martha adopted the full LifeOS plan, and it is being implemented over several years.
On Martha.com a recipe and the pan you need to cook it are one unit rather than two pages, with the story wrapped around both.
Parts
The smallest pieces: a product, a recipe step, a story card, built to work anywhere.
Pairings
Parts paired by situation: the recipe with the pan it needs, the story with both.
Pages
Whole pages that do a job: read, cook, buy, on one screen.
Product in Hand
The same parts on a watch and a laptop.
On the watch, Breakfast with Martha. On the laptop, Strawberry and Blueberry Oatmeal beside the egg poacher it needs, and a story about how Martha brought the birds back to Bedford. Same parts, every surface.
Product in Life
It knows it is raining.
It is raining this weekend. The homepage is designed to know, and lead with a rainy-day project instead of the grill. When Denver turns sunny it would ask if you are ready to grill, tomatoes in season.
LifeOS01/2
Product in Culture
The recipe sells the pan.
Media brands that sell things were built as two businesses, and the reader falls between them. The recipe is the reason anyone trusts the pan. A page that can hold both is a system rather than a site.
Position:
Head of Brand & Product at Stay Gold
Services:
Research, Strategy, Design
Partner:
Martha
Status:
Launched 2021, rolling out