5:2 Diet Complete Meal Planner is a dieting app by Time Inc. that releases bundles of recipes by repurporsing existing magazine material from one of their women’s titles. I was tasked with transforming their iPad-only app into a digital product that is accessible on all major app stores, on the device and orientation that the user chooses to use.
Nominated for App of the Year at the British Media Awards.
Content marketing solutions may sound dry like a points system on a fad diet—but they don’t have to be if you give your users what they want.
So what do they want? Well, it’s probably not uncontrolled access to an ark of archive material. Or somebody’s crowbarred content in a landscape-only app container. There’s a fine line between regurgitated and repurposing something, but it’s usually differentiated by what the end product offers to the user. At each stage of the planning process we should ask ourselves whether we’re offering value and something new to our customers. If the answer is yes, then we’ve earned a slice of cake.
Time Inc. realised that they were sitting on a vast amount of legacy content that remained untouched after each new issue. There was a huge opportunity for repurposing the archives of their consumer titles and one our of solutions was to create a recipe app called 5:2 Diet Complete Meal Planner, which does exactly what it says on the tin. Five days of eating balanced diets and two days of eating a maximum 500 calories per day. Yes, it’s a sad thought that some people in this world are passing three herbs for a salad but there is a hunger for this kind of content and Time Inc. have plenty of it.
I was tasked with designing an app where they could release bundles of recipes each season using material that already exists. It wasn’t enough just to get it out there though—I needed to make sure that 5:2 Diet was accessible on any app store, on the device and orientation the user chooses to use. If you’re grocery shopping at the shops, two kids and a significant other in tow, you wouldn’t want to carry an iPad around to remember the ingredients you need. Ok you can email yourself a list but even that’s an inconvenience. Doesn’t it offer more value if the user can access their recipes on their mobile phone and check the app on the go? Totally.
That’s the beauty of going with responsive designs. It’s true—brands may have to make some small sacrifices to do so but the benefits can, and will, be more rewarding to your users than any complicated design on a single device. The numbers have been impressive for Time Inc. so far, with a nomination for App of the Year at the British Media Awards. Perhaps give the Complete Meal Planner a go if anti-food porn is your sort of thing.
Cover image by Margot Pandone from Unsplash.