Redesign of FoodNetwork.com Site Demonstrates the Redesign and Branding Capabilities of Fry, Inc.
Launch of a newly designed FoodNetwork.com is enticing new users to site
Ann Arbor, Mich. – May 21, 2003 – FoodNetwork.com, one of the top food-related Web destinations, recently unveiled an updated site design created in partnership with Fry, Inc. With offices in Ann Arbor, Mich., Chicago, and New York, Fry provides application development and integration, managed services and hosting, information architecture, creative design, strategic consulting, usability testing and Web traffic reporting and analysis.
Food Network, www.foodnetwork.com, which attracts up to 3.9 million unique web visitors monthly, retained Fry to provide consulting and design services with a goal of redesigning and rebranding the popular Web site while improving usability. Together, Food Network and Fry identified and evaluated the user experience with both the cable television programming and the Web site audiences.
Fry worked with the FoodNetwork.com specialists to answer the question “How do we infuse a multi-channel experience for our users?” A comprehensive plan was developed to redesign site navigation, enhance the recipe content and search functionality, and provide stronger creative branding opportunities for the site’s many sponsors.
FoodNetwork.com deployed the updated design on April 1, 2003, by building out its existing categories of content – Cooking, Recipes, TV, Entertaining, Wine & Drink,
Contents & Offers, and the Food Network Store. The site introduces a simpler horizontal
navigation system to highlight its broad range of topics. Users now have improved recipe and TV-episode search capabilities, and can access more than 24,000 recipes with greater speed and accuracy than before.
“The strongest element Fry contributed was the insight to combine all of our goals into one very strong platform and then execute it. They listened to our needs and came back with a strong recommendation that pulled it all together,” stated Beth Higbee, vice president, New Media for Food Network.
“Fry and Food Network collaborated to improve the user experience of this very popular site. I’m proud of the work performed by our team because the site is a significant improvement for Food Network fans,” stated Petra Schindler-Carter, director of consulting services for Fry.
The Food Network has earned a position on several ‘best of’ lists including Forbes Best of the Web and PC Magazine’s Top 100 Classic Sites. Recently, the site earned an Editor and Publisher EPpy Award as Best Internet Shopping Service. It is one of the many networks managed by E.W. Scripps Co., which operates several daily newspapers, broadcast TV stations, and four cable television networks. In addition to Food Network, Fry has completed work for other Scripps’ sites, including those for The Fine Living Network, HGTV, and Do It Yourself. (www.fineliving.com; www.hgtv.com; and www.DIYnet.com)
About Fry, Inc.
Fry, Inc. helps organizations conduct business transactions, disseminate information and build customer relationships electronically. The firm designs, builds, hosts and manages Web-based applications for clients such as Crate and Barrel, Godiva Chocolatier, Unilever, HGTV, Food Network, Spiegel, Eddie Bauer, AAA Michigan and the Auto Club Group, Brookstone, Domaine Chandon and the National Association of Home Builders. Online operations created and managed by Fry generated nearly $1 billion in 2002. The company has offices in Ann Arbor, New York and Chicago and specializes in systems engineering, managed services, information architecture, creative design, usability and brand strategy. Established in 1994, Fry is privately held and maintains an equity relationship with Summit Partners, a leading private equity and venture capital firm.
Contact:
Peggy Fenwick
Airfoil Public Relations
313.887.7222
fenwick@airfoilpr.com
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