Martha.com
Creative director for Martha, 2021
Strategy:
Content and commerce were built as two businesses. The bet was one atomic unit of product, story and recipe, and LifeOS as a ten-year plan for how a page gets assembled for its reader.
Design:
The editorial commerce site across desktop, tablet, phone and watch. Atoms, molecules and organisms that pair a recipe with the pan, then the layers that make it context aware and personal.
Leadership:
I was head of brand and product at Stay.Gold, working directly with Martha across the brand and the product experience. Martha adopted LifeOS whole cloth, and it is being implemented over a multi-year period.
On Martha.com a recipe and the pan you need to cook it are one unit rather than two pages, with the story wrapped around both.
Atoms
Content agnostic product, education, and entertainment oriented object design.
Molecules
Groups of orthogonal content intelligently paired based on situational relevance.
Organisms
Complete units of functional capabilities across utility, content, and commerce.
Product in Hand
The same three atoms on a watch and a laptop.
On the watch, Breakfast with Martha. On the laptop, Strawberry and Blueberry Oatmeal beside the egg poacher it needs, and a story about how Martha brought the birds back to Bedford. Same atoms, every surface.
Product in Life
It knows it is raining.
It is raining this weekend. The homepage is designed to know, and lead with a rainy-day project instead of the grill. When Denver turns sunny it would ask if you are ready to grill, tomatoes in season.
Product in Culture
The recipe sells the pan.
Media brands that sell things were built as two businesses, and the reader falls between them. The recipe is the reason anyone trusts the pan. A page that can hold both is a system rather than a site.
Position:
Head of Brand & Product at Stay.Gold
Services:
Research, Strategy, Design
Partner:
Martha
Status:
Launched, 2021