Frito-Lay, a global leader in snack foods for over fifty years, sought to redesign its corporate website to increase user engagement and session duration. The updated site continues to provide a comprehensive portfolio of products, recipes, and nutritional information, while also targeting media and influencers. It honors the company’s heritage and emphasizes its future direction.
Challenge
Frito-Lay’s previous website was informative but static, which limited user engagement.
Users explored minimally and spent little time on the site
Media and influencers struggled to find key resources
The site struggled to balance heritage storytelling with forward-thinking branding
My Approach
I balanced brand legacy with modern visuals, prioritized intuitive navigation and discoverability, and integrated visual storytelling to deepen engagement.
Redesigned Experience:
Modern, responsive layouts for desktop and mobile
Simplified exploration of the product catalog, recipes, and nutritional information
Developed targeted content to engage media, influencers, and fans
Impact
Users spent more time exploring products, recipes, and the company’s story
Media and influencers could quickly find relevant content
Retained the existing audience and attracted new digital visitors
Key Takeaways
Corporate websites are most effective when they balance heritage with forward-looking content and create experiences that encourage exploration and engagement.
