Chris ZneroldBrand, creative & product leadership

Martha

Martha.com

Creative director, Stay GoldMartha · 2021

Launched, 2021

Martha: martha hero

Content and commerce were built as two businesses. Martha.com puts a recipe, its story and the pan you need on one page, and LifeOS is the ten-year plan for how that page gets assembled for its reader.

Role
Head of brand & product, Stay Gold
Scope
Martha.com across four screens
Shipped
The component system, Martha.com, 2021
Proposed
LifeOS, the longer-term plan; adopted
The cart on a phone: the recipe and the pan it needs as one unit. Shipped, 2021.
The cart on a phone: the recipe and the pan it needs as one unit. Shipped, 2021.
Plans for Today: the planning view. Shipped.
Plans for Today: the planning view. Shipped.
The component system across desktop, tablet, phone and watch. Shipped.
The component system across desktop, tablet, phone and watch. Shipped.

The editorial commerce site uses a shared component system across desktop, tablet, phone, and watch. It pairs recipes with the cookware they need, while additional layers make pages personal and responsive to context.

LifeOS, the proposal

The organizing idea was to move from product categories to people’s needs. LifeOS proposed Helpful, Inspiring, and Personal experiences, supported by recipe, event, and content engines with contextual commerce. Martha adopted that longer-term plan; the component system shown above is what shipped.

LifeOS, the proposal: Helpful, Inspiring, Personal, with the recipe, event and content engines behind them.
LifeOS, the proposal: Helpful, Inspiring, Personal, with the recipe, event and content engines behind them. View LifeOS proposal
LifeOS, the proposal: pages, engines and the comparison.
LifeOS, the proposal: pages, engines and the comparison. View full size

As head of brand and product at Stay Gold, I worked directly with Martha across the brand and product experience. The component system shipped on Martha.com in 2021.

Martha adopted the longer-term LifeOS plan, which is shown here as the proposal.

In hand

The same components work across a watch and a laptop. The watch shows Breakfast with Martha; the laptop pairs Strawberry and Blueberry Oatmeal with an egg poacher and a story about bringing birds back to Bedford.