SSP America

A Platform Redesign that Truly Soars

SSP America is one of the global leaders in airport dining, carving out a unique niche as the go-to gurus renowned for bringing a “taste of place” to airports. While working at Ruckus I led the platform redesign for both web and mobile, along with refreshing the overall look and feel of how the brand is presented digitally. The client’s main goal was to really resonate with potential employees and aid in recruitment, after a dip in staffing due to the Covid-19 pandemic. As part of SSP Global, it was important for the new platform to speak to the American sensibility, while also staying true to the larger company. The strategy centered around creating a look that was bold, vibrant and exciting, while maintaining a level of flexibility on the backend for quick updates as needed.

Messaging was optimized for clicks and a new content strategy was introduced to help maintain site stickiness and improve SEO. For the UX flow a mobile-first experience was created that was universal enough for both salaried and hourly workers. Video testimonials were heavily used to help showcase employee stories from their own words, adding a layer of authenticity and aiding in a more personal experience.

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