The goals for the e-commerce redesign were to optimize the customer’s path to purchase; to increase return visits and time spent. Together, these metrics were bent on improving the long-term value of customers; and making a better merger of content and commerce.
- Market analysis
- IA testing
- IA design
- UX design & prototypes
- UI design & interaction
Through our UX discovery which included Treejack testing, we were able to streamline the top level navigation into three pillar categories: Shop, Cook & Learn. Our user testing and well-informed design change improved product and recipe wayfinding, especially on mobile and search results. We worked hand-in-hand with Char-Broil marketing and technology leads, developing a cadence of rollouts that helped IT keep moving with well annotated, detailed design specs.
Key performance results such as average time on page, bounce rate and the frequency of internal searches all improved significantly.