Dreyer’s Grand Ice Cream

Goals

With a robust portfolio of premier brands including Häagen-Dazs, Outshine, Drumstick, Skinny Cow, and more, Dreyer’s Grand Ice Cream looked to create a world-class, aspirational experience for ice cream enthusiasts and B2B partners through customer-centric web experiences across its B2C and B2B properties including its flagship site, IceCream.com.

Target Audience

Dreyer’s Grand Ice Cream targets enthusiasts (consumers) and trade members (retailers).

Challenges

A shared component library needed to be created and accommodate the business needs of their premier and licensed brands.
All sites needed to launch ahead of the peak 2021 summer season.
The design and branding varied site to site.
IceCream.com would be the hub to promote the Froneri/DGIC family of brands.
Timeline limitations only permitted 12-16 components to be used in 6 page templates.
Both IceCream.com and Häagen-Dazs underwent a rebranding during this time.

Execution

This project did not follow the typical workflow process and the timing did not allot for wireframing. The team and I reviewed IceCream.com and six representative brands websites to determine the key components to create a shared component library. We were limited to 12-16 components which included three integrations: Where to Buy and Find a Shop (Price Spider), Ratings & Reviews (Bazaar Voice), and SKU & Nutrition Information (Smart Label). These components would be used in 6 page templates, which was later expanded to 7 page templates. I rapidly sketched and shared the recommended components list with UX strategist and Business Analyst. Once we aligned, I proceeded with designing two representative websites, IceCream.com and Häagen-Dazs, to illustrate the flexibility of the components. These page templates were reviewed by the client and adjustments to each component were made so they could be built within the timeline. Some features were tabled for future builds after the launch of the websites. A master page template was created to contain all the components. This was shared with other designers that were tasked with creating master templates with brand specific visual styling.