Tilda, a premium rice brand based in the UK, was in the phase of refreshing their website experience to improve brand engagement across the whole of, with new design, new structure and new content. Going into the project, the team was aligned on these goals: should have an informative website design and engaging content to support ongoing marketing efforts.

In collaboration with First10 digital, a creative agency based in the UK, I worked heavily on streamlining the experience across website with mobile-first UX strategy. I tackled this challenge by kicking of an internal stakeholder calls to analyze the main pain points and did some several interviews with the users.

Based on various insights, we prioritized and structured a comprehensive re-design plan and executed successfully. I provided with objectives, designed user flow, revamped site map, created wireframes for the responsive web. In addition to UX work, I also prepared UI guidelines and provided recommendations for visual direction. 



Improved user engagement and overall traffic by increased visits to the the content-rich pages.



How can we transform into a destination for healthy lifestyle?

Can we provide a better experience for easier content consumption?



UX Design (Research, Strategy, Implementation)


1 Product Designer, 2 Visual Designers, Engineers



Key Findings & Pain Points

Based on online performance of (most popular pages, number of visits, engagements etc.) and different reports about the business objectives, I pinpointed the "Most Attractive and Desired" topics for the customers. 

Due to NDA restrictions, I cannot disclose the data points here but some best performing pages. That gave us a good direction into transform the website into a rich content destination than a corporate website.

Top performing pages:

1. Basmati Rice recipe

2. Why Basmati rice?

3. Tilda Recipes

4. Tilda Products


Benchmark Analysis

This check marks are shown for what we are aiming to fill the gap for. What creates value and brand recognition for Tilda would be to go beyond with providing quality content to contribute their healthy life style. 


Information Architecture






Eat Well & Live Well Concepts

Website has been divided into 2 main concepts to give an holistic experience to their consumers. Eat well covers a handful of information about kitchen secrets, rich recipe archive with step-by-step cooking instructions and provides a personalized experience by creating lists (i.e: liked recipes, tips and tricks, wish lists,etc.) in their created accounts.

Eat Well: Recipe pages, kitchen secrets, curated taste list and many other inspirational content around healthy eating

Live Well: Content stream with posts about healthy eating, lifestyle tips for a healthy mind, body and soul. 





Visual Designs


Tilda > Home.png


Now live!

You can check out the website here.