Since 1898, McCormick has been a trusted name in kitchens around the world. As part of a broader digital transformation, we helped bring together both commerce and content in McCormick’s recipe experience.

To shape this new experience, we conducted in-depth testing through Helio, focusing on how users interacted with recipe pages across different McCormick brands. We explored how users interpreted brand context, navigated the site, and engaged with modules like “Save Recipe” and “Shop Ingredients.” 

Our testing revealed that users were more likely to explore and act on a recipe when key elements—like ingredients, instructions, and call-to-actions—were presented in clean and clear visuals. Visual design played a major role in engagement, and recipe pages that felt personalized, scannable, and brand-relevant significantly outperformed others.