Morphy Richards.
Turning an unread manual into a recipe people want to follow.
Morphy Richards, a UK kitchenware company with technologically advanced products, found that many customers weren't reading the manuals that came with them, leading to mistakes, poor experiences and higher product returns. We designed and built Cook & Create, a native recipe app for iOS and Android that guides people through cooking while giving them a detailed overview of their specific Morphy Richards product.
Sectors
Expertise
Background.
Solving a problem hiding in plain sight: nobody reads the manual.
Morphy Richards has been innovating in the kitchen since 1936, launching the UK's first automatic toaster in 1949 and its first hairdryer in 1953.
Morphy Richards offers a wide range of technologically advanced kitchen products, but many users tended not to read the accompanying manuals, often resulting in mistakes during product usage. This led to negative user experiences and higher levels of product returns, so Morphy Richards needed a way to guide people through using their products properly, without asking them to read a manual first.
The Solution.
An app built to be managed and grown long after launch.
Building a CMS Morphy Richards' own team could run.
We created a custom recipe builder CMS using Umbraco, allowing for easy content management and internationalisation. The app supports multiple languages, making it accessible to a global audience, and we designed a unique set of product and accessory icons so users could easily identify their items.
Testing content properly before it goes live.
We developed a robust content deployment process to manage and distribute content effectively, including a test version of the app to receive and approve initial content packages before full deployment. Product instruction manuals were built directly into the app, so users could reference them easily, reducing the likelihood of errors.
Let's work together
Let's partner to create brand, product, and experience solutions that move people and markets.
Making recipes easy to find, filter and follow.
The app was built using standard technology to create a hybrid solution that's searchable and filterable, and supports seasonal content. A comprehensive onboarding experience helps users get started quickly, with content tailored to their specific Morphy Richards product, and the app was optimised for both tablets and mobile devices.
Adding features that keep people coming back.
To boost engagement, we added Apple Watch notifications and a camera option with hashtag functionality, encouraging users to photograph and share their culinary creations, alongside links to warranty registration for convenience.
Handing over more than just an app.
Our work extended beyond development. We trained Morphy Richards' marketing team to generate and add content and recipes independently, adapted existing recipes from product manuals and tested them with end users for clarity, provided professional photography of recipe results and key steps, and created promotional materials to support the app's download and usage.
The impact.
A real app, live on both stores, that cut errors and returns.
Cook & Create is live on the Apple App Store and Google Play, with features including recipe search and filtering, a manual timer with notifications, and the ability to switch between metric and imperial measurements. The collaboration with WMP resulted in a user-friendly, comprehensive app that merges technology with culinary expertise, an innovative solution that significantly reduced user errors and product returns, transforming the overall customer experience.
