From pantry staple to digital experience.
My relationship with Idahoan Foods began in 2022 as part of the pitch team that won the brand's social media business. After several years of creative and art direction across the account, I served as the lead designer of the brand's website redesign in 2025 in a cool full-circle moment.
As the UI designer on Idahoan's website redesign, my focus was on translating the brand's warmth and familiarity into a modern digital experience. Rather than simply refreshing the site's look and feel, we reimagined it as a scalable platform that balanced brand storytelling with intuitive navigation, creating a seamless path for users to discover products, find recipes, and move naturally into e-commerce.
The result was a flexible, scalable experience that brought more of Idahoan's personality to the forefront without sacrificing usability.
Get it? Mashed potato.
One of my favorite moments on the site is this rolling potato animation. I like using interactivity and motion where it reinforces the story, and here it helped emphasize that Idahoan mashed potatoes are made from real dehydrated potatoes. By adding a simple interactive moment to the "How It's Made" section, this functional piece of content was transformed into something users are more likely to remember.
