Impossible Foods’ UX Experience

Have you heard about Impossible Foods? If not, perhaps you have heard of the Impossible Burger, the meatless patty that has people doing numerous video taste tests, reviews and can be found even at Burger King. If this is starting to ding any bells that you probably also know that Impossible Foods has become one of the most recognizable brands that is championing a slew of new products that promote plant based diets that are trying to simulate the “meaty” experience by using scientifically inventive alternatives.

This post is not so much about the brand as a product but an evaluation of Impossible Foods’ UX experience to see if their web and mobile content is inventive and worth a digital taste test.

Now let’s enter the website!

First off, love the colors and the design of this site. It is bold, bright, clean and has good product representation which makes the brand feel fun, inviting and contemporary. I also like that even though this is an “infinite scroll” design, the sections are separated by color blocking and you can tell that you are at a new section of the site with bold titles like, “How to Cook,” “What to Cook” and “Save The Planet.” There is also a great use of saturated colors, contrast and “white space” so although the content is colorful and bold it isn’t confusing. Lastly, I really appreciated their well designed and placed infographics like this:

These infographics help to make the brand’s message of saving the planet into quick and edible stat bites that are impactful and quickly digestible. The design overall, both in graphic design and content, makes Impossible Foods feel different than other alternative meat products and that adds to the intrigue of the brand.

On the website, there is the classic design element of menu options on the top navigation: Find, Buy, Cook, Sell, Learn. These are intuitive to keep on the top of the page and it taps into all the possible customers that might want to be interested in this product. From someone who wants to find where they can buy from a local store or restaurant, cook it at home, sell the product in their own store or learn more about why alternative meat is healthier and better for the planet. This not only taps into all the possible targets they want to reach but it also educates.

The education aspect is what is most interesting about this brand. The emphasis on how it is a scientifically based product and the ingenuity of it serves not only the brand message but separates it from its competition. All this education and “good for the planet” vibes is done smartly throughout the website by intentionally veering away from the more common green and “nature” aesthetics, making it feel less like a hippy-chant-circle and more like a fun startup.

The website’s consistent and clear CTAs (Call to Action) is to buy the product. It has easy to click “Buy Now” and “Order Online” buttons and it is clear where to click and it seamlessly brings you to the corresponding page desired. But to note, this is one area that was also a bit clunky. The clicking out sometimes opened in a new window and having to go back to the main site or origination page felt like an extra step and a bit confusing.

The mobile version of Impossible Foods has the same design and content elements as the desktop version and this shows a consistency that makes clear what the brand aesthetic is. Also to note, the infographics and animated components worked even better on mobile as it made the site feel alive and active.

What I appreciated most about Impossible Foods’ UX and design is that it felt fresh, not in a Go Vegan! call to arms sort of way but that alternative meat is hip, modern and easy to find and purchase. This approach is a great way to get new converts, especially those who may be first time non-meat eaters. This is a great strategy to make things mainstream, to make it accessible and inviting to those who are not already on your team.

Lastly, I want to thank, thank, thank the designers and powers that be of Impossible Foods for not clogging my eye holes with annoying pop-ups and AI chat bots. It made the experience feel very chill and not annoying. This low-key, keep it cool approach is important to do especially for a product and brand that is alternative and new to many. Let the user learn and be curious, don’t shove it down their throats, even if it is meat free.