Great British Chefs

GBC’s existing website had grown complex and hard to navigate. Content was rich, but the paths through it were unclear. The brief was to lead a digital transformation, using a CX‑focused website as the foundation for growth. The aim was simple: help people find, cook and enjoy great food with less friction.

We built a platform focused on the people using it, balancing the brand, content, and how it feels to navigate. Every journey on the site was considered, from discovering a recipe to learning a new technique, with clear paths that make it easy to find what you need, take the next step, and keep helpful actions in sight.

The design lets the food and craft shine. Thoughtful typography, generous spacing, and a restrained use of colour create a calm, editorial feel that highlights recipes and techniques without distraction.

Interactions are light but meaningful. Smart filters, saved collections, and step-by-step cooking modes make the site genuinely useful in the kitchen. Recipes, chef profiles, and skill articles are consistent and easy to browse, compare, and share across the site.

We also made sure the experience works for everyone. Pages load quickly on mobile, hierarchy and contrast are clear, and screen readers are supported so more people can enjoy and use the content. Every feature adapts smoothly to phones, tablets, and desktops without losing clarity or usability.

We began with user research and analytics to understand where people got stuck and what brought them back. These insights shaped the information architecture: simpler top‑level navigation, clearer category pages and consistent patterns for recipes, chefs and how‑to content. Wireframes and interactive prototypes were tested with home cooks of different skill levels to refine copy, filters and calls to action.

A modular design system underpins the build. Components are reusable, accessible and easy to extend, which keeps pages consistent and speeds delivery. The content model was rebuilt to support richer metadata for recipes and techniques. This improves internal search and sets the groundwork for better recommendations.

Technical work focused on real‑world speed and reliability. We optimised images, reduced script weight and introduced sensible caching. Editorial workflows were simplified so the team can publish faster with fewer errors, supported by guidelines that align tone, imagery and tagging.

The redesign gave the product clarity and created a stronger platform for growth. By simplifying journeys, people spend more time exploring recipes, techniques, and chef stories in a single visit. Improved search and filters make it easier to find exactly what is needed, whether by ingredient, cooking time, or dietary preference.

The site works smoothly on mobile, with pages loading faster and features adapting cleanly to smaller screens, making it simple to use on the go. Saved collections, step-by-step guides, and related content give visitors more reasons to return, creating a sense of continuity between sessions.

For the team behind the site, a shared design system and clear publishing practices reduce repeated work and keep quality consistent across new sections. Dashboards track how visitors complete tasks, find what they are looking for, return, and sign up for newsletters, helping guide the next improvements.

GBC’s website redesign shows how putting the user experience first can turn a crowded platform into a confident, usable service. By focusing on the journeys that matter and laying the right foundations, the brand now has room to grow its content, its community, and its impact.