Sara Lee Corporation

Global producer of high-quality, brand-name food products for consumers

Updated User Experience Provides Improvements

The Client

Based in Chicago, Ill., Sara Lee Foodservice is a leading supplier of meat and bakery solutions, providing value beyond its products to a broad base of foodservice operators throughout North America. Sara Lee Foodservice markets well-known brands as Sara Lee, Chef Pierre and Bistro Collection bakery products and Sara Lee, Jimmy Dean, Ball Park and Hillshire Farm meats. Sara Lee Foodservice products are available in restaurants, retail establishments, schools, convenience stores, healthcare facilities, hospitality venues and other foodservice operations.

The Challenges

Sara Lee Corporation was in need of a global facelift of their web presence that more accurately positioned the company and its brands. The redesign needed to satisfy stakeholders across the globe and provide an efficient platform for the addition and integration of localized websites as well.

The Solutions

Roundedcube provided end-to-end strategy, design, development and online marketing services. Starting with the strategy, Roundedcube conducted a heuristic evaluation of the website and competitive analysis to determine industry standards and best practices for the new website to adhere to and identify opportunities to excel in their marketplace.

During the user experience design phase, Roundedcube conducted discovery sessions with both North America and International stakeholders to synergize and document the overall objectives and requirements of the website. We followed that with a detailed process of information architecture, functional design, user interface design which was all rolled into a design specification that laid a solid foundation for implementation.

The new website was developed in Sitecore CMS 6.3 using a highly-structured content model and content automation through well-defined business rules. Google Site Search was also integrated. In addition, Roundedcube created a platform to allow country-specific business units to create and manage their own localized websites to give Sara Lee Corporation a cohesive global presence. Lastly, to further cut cost and increase efficiency, the website was merged with another division's Sitecore CMS implementation to result in a single platform to manage multiple websites.

Since then, Roundedcube has customized Sitecore's Online Marketing Suite to the needs of Sara Lee Corporation to give them the capability to accurately track user behavior, goal conversions, campaign success rates and perform multi-variate testing to give them the knowledge necessary to continually optimize the user experience.

The Results

The end-result was a refreshed user experience with a rock-solid CMS implementation that is easily updated by one staff person helping Sara Lee Corporation reduce costs and quickly and efficiently communicate with consumers, investors and media. Sara Lee Corporation is also positioned for continual improvement with minimal investment.