Generating Leads through Interactive User ExperienceBy Alexis Thornlow
March 3, 2016
Leisure, a cooker company in the UK, has an extremely interesting website with a few unique and entertaining elements that make it stand out. These elements consist of a personality-type questionnaire based on your cooking style, a cuisine-based “tribe” feature, an informative cooking brochure and a behind-the-scenes video of this campaign. Each, help to lay the foundation for a pleasant viewing experience. For that reason we have decided to select LeisureCooker.uk as our Site of the Week.
The first feature on this site, that really stood out was the questionnaire. Unlike standard questionnaires, this one's main focus is to help the user determine which oven range would be the best for them. The questionnaire is built into a fun animated illustration that asks the user, "What type of cook are you?" and proceeds to follow that with 8 additional questions ranging from “What do you mostly enjoy cooking?” to “How often you like to cook?” As the user chooses their answer, a knife slices vegetables located on the right side of the animation, and fills greyed radio buttons on the top with color. This detail is a clever and unique way to show the user how many questions there were in total and how far along they were during the questionnaire process. When the user gets to the end, they are shown their personality type and a recommendation of ovens is curated based on their answers when you click “Find out more.” Now the user can see a list of ovens that might best suit their needs.
Another attention-grabbing feature was the "Feast at Your Leisure" page. The company has created a campaign that personifies the user of their product as a member of a "tribe" – such as meat lovers, veggie lovers, baking lovers and fish lovers. Each tribe member is adorned in clothing, headdresses and accessories made out of food. After finding your “tribe”, a specific oven model is shown to the member. For instance, the Veggie Lovers tribe goes with the 100cm Duel Fuel Cookmaster. When your cursor hovers on the oven, it shows the model of the oven as well as the featured color.
The best part about this campaign is the downloadable brochure. The cover features the tribe member on a colorful background, draped only in food items and inside is a collection of recipes by their favorite food bloggers. The booklet is wonderful because it brings the "Feasting at Your Leisure" brand promise to life. The recipes are given by local bloggers with quotes about their food. The imagery is bright and enticing, with silhouetted ingredients that add pops of color and interest to the booklet. You can even watch the behind-the-scenes video of the making of this campaign. The painstaking production of all the food as accessories is inspiring and over-the-top creative.