2. Who is Our Audience? Sugar is Good & Cake are Nutritious It’s a snack ! Sweet treats consumption goes beyond dessert occasions Emotional ROI from Sweets is far higher than meal Recognition & Self-expression – Sweets are an avenue to express oneself in a restricted society Making the family happy giver her pride and joy impressing her family makes her feel recognized Mobile device users

3. Requirements Simple recipe site Responsive and Mobile First Searchable Design - Same as Betty US English and Arabic Ability to update easily Support video content

4. The McCann Minneapolis Team Jeff Austin Business Lead and Project Manager jeff.austin@mccann.com +1 612 803 7330 Miriam Block User Experience Planner Kurt Froehlich Associate Director of Technology and Innovation Wes Moore Creative Director Kali Kotz Writer

5. McCann and Betty are Good Friends The McCann team has worked on site at General Mills on bettycrocker.com for over five years. The team has elevated bettycrocker.com to one of the most modern and remarkable food web sites on the internet.bettycrocker.com

6. General Mills Team Mike Bettison Shweta Bhatia Michael Fakhry

7. Saatchi

8. McCann’s Role in This Project Project Management User Experience Planning Design Development Content Authoring

9. User Experience Planning Miriam Block to walk through wireframes

10. Metrics Google analytics Recipe views

11. Design Elements

12. ]

13. Content Development Recipes Copy Translation Authoring

14. Technical Questions Kurt Froelich, technical lead

15. Project Process Planning and Kickoff User Experience Planning and Technical Discovery Design and Development QA and UAT Project Management and Reporting Content Development and Translations Content Authoring and Testing

16. Project Reporting McCann to send weekly status report outlining the following: Milestones What is being worked on now Timeline status Green, yellow, red status Risks/Issues Action items with due dates Change Requests

17. Major Milestones (Detailed timeline to follow) UX February 12 Design March 5 Development March 14 Live March 24 UX February 12 Design March 5 Development March 14 Live March 24

18. Action Items Formal documentation of requirements (McCann) UX Approval (GM and McCann) Schedule Design check-in and reviews (McCann) Initiate status reports (McCann)