ryan luce
KABf.png

King Arthur Baking

King Arthur Baking didn’t want to compete on the grocery shelf—they wanted to inspire the reason people bake in the first place. With a robust recipe library and strong brand loyalty already in place, the next step was evolving the digital experience to meet growing user expectations. The challenge: introduce meaningful platform enhancements—without disrupting the existing system—that could improve usability, support personalization, and scale with new offerings like virtual and on-demand baking classes.

 
 

Role: Lead Creative (UX Strategy, Product Design, Visual Direction)
Client: King Arthur Baking Company
Scope: Full-site UX audit, feature design, account experience overhaul, Baking School platform redesign

My Role

As lead creative, I conducted a full-site UX audit and led the design of several critical platform upgrades. I worked independently while collaborating closely with the client team and our PM—guiding strategy, scoping, and delivery across multiple phases of work. My role combined UX strategy, interface design, and stakeholder alignment.

  • Leading a comprehensive UX audit to identify performance gaps and friction points

  • Overhauling the My Account experience—specifically enhancing the Recipe Box with custom folder creation, improved filtering, and recipe organization

  • Reimagining the Baking School platform to support advanced filtering and accommodate new offerings, including virtual, on-demand, and multi-location classes

  • Designing and implementing Bake Mode, a utility feature that keeps a user’s device awake while baking and reduces friction on the recipe detail page

  • Working within strict brand and CMS constraints to deliver scalable, user-centered solutions

 
 
 
 

The Work

We approached the platform as a product—not just a content hub—prioritizing updates that could deliver real utility and drive long-term engagement.

The My Account experience was completely overhauled to make it faster and easier for users to get to what they need—whether that’s their saved recipes, on-demand classes, or order history. I rebuilt the Recipe Box experience from the ground up, adding support for custom folders, advanced filtering, and flexible organization—giving users more control over how they save, sort, and return to the content that matters most.

Bake Mode was introduced to solve a common real-world frustration: preventing screen timeouts mid-recipe, without the need to touch the device with messy hands. It also reduced unnecessary friction points on the recipe detail page, making the experience cleaner and more focused.

The Baking School was reimagined as a flexible, scalable platform for learning. Filters and UX improvements made it easier for users to find the right class—whether they were attending in person, joining a virtual workshop, or browsing on-demand content.

 
 
 
 

The Results

  • Positive feedback across user comments, community forums, and baking blogs highlighted the impact of Bake Mode and the enhanced Recipe Box

  • Reimagined My Account and Baking School features improved personalization and discovery

  • UX improvements contributed to a 16% reduction in bounce rate

  • Delivered scalable, user-centered updates that aligned with King Arthur’s brand and supported future platform growth

This was a hands-on, collaborative engagement that combined product thinking with real-world empathy. By focusing on the everyday behaviors of bakers—how they follow recipes, save content, and seek out learning—we helped elevate the site into a more useful, engaging, and inspiring tool for its growing community.