HiPP Organic has been manufacturing baby food for nearly 80 years. Since 1956, the family owned company began making its baby foods exclusively organic; today HiPP is one of the largest organic producers in the world.

HiPP’s ethically produced range of baby foods is suitable from the start of weaning, right up to three years. The company is well established, with its product portal and baby club websites receiving a high number of visitors. However, running two sites was becoming cumbersome and confusing for users.

Therefore HiPP Organic required an agency to address migrating the sites into a single solution with a tailored content management system and integrated email platform. After entering into a three way pitch, Creative Jar secured the brief to rebuild the website.

To gain an understanding of the HiPP brand, the project team at Creative Jar immersed themselves in the business and interacted with stakeholders through a series of workshops; resulting in the development of a project specification that would deliver a value added brand experience.

After initial scoping, our user experience team developed a suite of wireframes to allow for the first round of user testing. A user testing lab was set up in-house with dedicated screen recording and client view point.

Existing sites users were recruited as part of the user testing process and assisted in the evolution of the wireframes through to approval. HiPP Organic’s core audience is pregnant women and mums with young children. The site had to offer enough compelling content and a positive user experience so that they would return to the site on a regular basis.

A traditionally time-poor audience, the website needed to have clear call to actions and a simple navigation. The site needed to offer up-to-the-minute information about motherhood, pregnancy or how to provide children with a balanced diet.

A feature rich, bespoke CMS was built in .NET and produced over a nine month period using agile project management techniques. Along with giving administrators control over the website, the admin console was integrated with a third party email broadcast system, giving enhanced control and significantly reduced costs over millions of email sends. A complex data migration process of many hundreds of thousands of members and their community posts also took place with seamless ease.

As a leading portal, HiPP offers a high degree of personalisation and interactive tools such as the meal planner, product information and community collaboration.