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
  • Recommendations
  • IA design
  • UX design & prototypes
  • UI design & interaction

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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.

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Key performance results such as average time on page, bounce rate and the frequency of internal searches all improved significantly.

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From discovery through implementation, we can help with any phase of your project—or carry it from start to finish.

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