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E-commerce redesign

Outdoor Living: Making Food Taste Great

E-commerce mobile and desktop website redesign.


Char-Broil® gave America one of its first charcoal grills as outdoor leisure rapidly turned grilling into an American tradition. From then on, they continued to set new standards for excellence in making and selling portables, electric grills, and gas grills along with innovations like their oil-less turkey fryer and TRU-Infrared™ Cooking System.

The Project

Launch partnered with Char-Broil to provide discovery efforts and an e-commerce website redesign. Activities included studying user behaviors on the former CharBroil website, redesigning global navigation, way-finding, and the representation of both brand and product on landing pages, detail pages, site search, content pages and checkout.

Discovery & Design

We completed an initial discovery phase that included stakeholder interviews, a review of the existing experience to uncover challenges in content discoverability and a competitive/retail partner review.

A product content analysis helped drive user interviews that informed our product categorization and information architecture design. All wireframe sketches and visual designs were preceded by explorations and working toward desktop from a mobile-first perspective.

Launch wrapped up each sprint with a hand-off of detailed design files to the internal Char-Broil development team.


Setting Up The Story

We took our discovery and interview findings and used them to create key design principles.


Our interactive artists fashioned a lively introduction to Char-Broil brand elements that meshes perfectly with our UI design.

Product List Pages

During visual exploration, we developed an icon system to help differentiate list-displays.

Detail Pages

By creating a component-based library, we streamlined design conventions so users would have less to process.

Landing Pages

The UX/UI system accommodates product, how-to, support and more.

Mobile, Responsive

The approach on mobile is a streamlined version of the interaction experience on desktop.


Our designs incorporated the robust internal search features available to us on Magento2.

Deliverables... Heats Up
Online Sales

The story of how smart tech and multi-discipline teams made
E-commerce work for an Outdoor Living brand.

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