Culinary Destination
Shifting Lurpak from product showcase to use-led culinary destination—where SEO strategy shaped every design decision.
Lurpak
2015
UX Design, Information Architecture, SEO Strategy
Associate UX Strategy & Design Director
UX Design, Information Architecture, SEO Strategy, Content Strategy, UI Design
Organic traffic growth
Recipe page engagement
Market share growth
Who We Designed For
Home cooks searching for recipes and cooking inspiration online
Recipe Searchers
Users with high intent—searching 'best croissant recipe' or 'how to make flaky pastry'—who discover Lurpak through content
Cooking Enthusiasts
Passionate home cooks who follow food media and want to elevate everyday cooking
Brand Explorers
Existing customers looking to deepen their relationship with Lurpak through new recipes and techniques
The Challenge
Lurpak's website was a product catalog—pack shots, nutritional information, retailer links. But nobody searches for butter brands. They search for recipes. In a brutally crowded recipe space dominated by SEO-optimized food blogs, how do you transform a product site into a destination that wins high-intent search?
The Approach
SEO wasn't an afterthought—it was foundational. I led UX and design with search intent shaping every decision: information architecture built around recipe categories and cooking moments, content structure optimized for featured snippets, and page design that balanced rich brand storytelling with the structured data search engines reward. The experience centered on how Lurpak is used—recipes, techniques, cooking inspiration—rather than what it is.
The Outcome
The redesign transformed Lurpak's digital presence from product catalog to culinary destination. Organic search traffic scaled significantly as recipe pages began winning featured snippets for high-intent queries. More importantly, the site became a brand asset—users arriving through search discovered Lurpak's premium positioning through the quality of content, not through advertising.