Chef

Reinventing an online education experience

Wire Stone helped Chef educate and celebrate its highly technical audience

Chef is an infrastructure-automation platform that accelerates the time it takes developers to configure, deploy, and manage resources. Like the DevOps community it serves, Chef transforms the way businesses make software through collaboration.

One of the primary challenges of being on the front edge of IT is teaching developers a new paradigm for provisioning software resources. To help educate the market—and accelerate adoption—Chef created its own learning platform, but the experience was described as “uninspiring and off brand.” Wire Stone was challenged with reimagining the user experience at learn.chef.io and reinvigorating the Chef brand. 

Learn Chef Rally

Wire Stone brought a deep understanding of the DevOps space, along with the creative and technical chops to imagine, create, and deliver a completely new experience on top of existing site technologies. The result is a learning destination that has increased engagement, extended the brand’s reach, and differentiated Chef by showcasing rich educational content.

"At the end of the day Learn Chef Rally had to be delightful for our users – the visual language and user experience that Wire Stone brought to life was true to our culture and brand. They accomplished this because they invested the time to truly understand the Chef Community’s values, motivations, and inclinations and how those translated into how they interact with our technical content."

Jason Little, Chef Branding, Content, Web Creative Director

We brought the learning system to life around the metaphor of a food-truck rally, a concept that nurtures community by offering sharable badges that celebrate completed learning tracks. We worked in an agile methodology with the client’s technical team to support the implementation of the new site in just 10 weeks. 

In addition to the website, Wire Stone produced 40 introductory videos featuring Chef employees that provide users with a high-level overview of individual learning modules. We also supported the site launch at Chef’s annual developer conference, extending the food-truck concept to the physical world with a buzz-worthy experience that featured an indoor food truck and community gathering area. 

The results in the first month after release speak for themselves:

  • Registered users                                 +7.25%
  • Average session length                       +24.5%
  • Page views                                          +15%
  • Sessions                                               +11.5%
  • Bounce rate                                        -41%

"The website is way beyond what we were expecting. It’s amazing!"

Chef Airline Industry Customer