our engagement

Lamb Agency achieved true digital transformation, delivering a premium solution and pathway for innovation.

  • What was the brief?

    Lite n’ Easy the original and established name in home delivered meals was falling behind it’s competitors online. It’s website was clunky and represented the product poorly.

    Lamb Agency was engaged to help overcome internal inertia and to deliver a digital transformation to get Lite n’ Easy back in the digital game.

  • What did we do?

    Complex customer ordering workflow – Design and redevelopment of the ordering workflow, which had significant technical impediments.

    Digital brand overhaul – Lamb was responsible for breathing life back into the Lite n’ Easy brand. But also to help reflect some of the changes that had happened with the brand to include a convenience offering in addition to weight loss.

    Usability optimisation – Lite n’ Easy’s customer base needed a simplified and streamlined website for new customers to find out about the product offering.

  • What did we achieve?

    As a result of our digital transformation, we were able to dramatically lift the performance of online ordering – factoring in the millions.

    Improvement in digital marketing search visibility, and advertising spend as a result of a stronger converting platform.


Digital Transformation, and a double-digital increase in conversion rate!

With Lamb we now have a modern, responsive website which is delivering dramatic improvements across all website performance metrics.
Simon Northfield, National Marketing Manager

Key activities

Discovery and research engagement

As part of the digital transformation we perform an indepth industry research project to identify current practice and international best practice that could be used as inspiration for the new website and ordering system.

Our results were collected in up a 50 page report that was presented to the senior marketing officers at the company.


We mapped out a complete set of wireframes for the ordering of a delivery from Lite n’ Easy. This provided us a space to creatively review our approach before diving in too deep.

  • All ordering variants
  • Mobile to desktop mockups

Digital brand creation

Prior to engagement with Lamb Agency, Lite n’ Easy had no defined digital brand style. We worked with the brand manager to lay out a suite of digital assets and styles that would lay the branding foundation online.

Pathway optimisation

The original ordering process required 49 steps to get the user the point where they could start ordering. Within these steps were confusing and un-intuitive interactions for selecting your suburb, creating a ‘household’, to choose a meal pack size.

Improving the user journey

Our processed focused on how we could make this better.

We looked at a range of tactics to simplify this process. This include decision defaults, choice elimination, positive information bias, step reduction, and information batching.

Improved websiteOld Website

Technical alignment
The order management system for Lite n’ Easy operations is integrated into the entire business model. Changing this system carried a high degree of inertia.

To overcome this limitation, we collaborated with the technical developers and project managers at Lite n’ Easy to map out a path that would hit the project criteria, while keeping modification of core technologies to a minimum.

The operations control software defines all primary data sets for the system including meal definition and attributes, meal relationship and business rules, and delivery schedules.

WordPress content site for Marketing

The complicated system elements for this project were separated from the meal ordering system.

In creating this split, this would enable Marketing to make content changes without being dependant on internal IT to make what are effective non-technical changes. This was an important outcome for the project to achieve.

Rethinking information structure

One of the things we really had to focus on for this project was the information architecture. We needed it to be as simple as possible to understand the value proposition, project offering, and how it all worked.

We ultimately moved to define this is as simple terms as we could, to streamline the primary navigation down to 4 simple items:

  • Why Lite n Easy
  • How does it work
  • Our food
  • Success stories

All other content was arranged to enable this structure. For existing customers, we placed a clear and accessible ordering button in the top right hand corner of the page.

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