AMAZON KITCHEN
Elevate: The Journey to a 25%+ CTR Boost
CHALLENGE: Elevate the Kitchen Digital Storefront
After a lot of page sponsor rejections from premium brands, Amazon’s kitchen category leads invited my team and I to redesign the page to attract high-end sponsors and customers to increase sales.
SOLUTION: An Immersive Experience
The new brand strategy tells an aspirational story supported by rich visuals and educational, step-by-step videos. Focusing on the users, we tested throughout the design process, and integrated research findings to continually improve the page performance.
RESULTS: More than 25% increase in CTR
It raised the bar! The page redesign increased click-through rate by more than 25% and sales by over 10%–all with no additional ad spend. Quickly after the launch, high-end brands like Cuisinart and KitchenAid signed on as sponsors of the page. Due to the success of the page, other categories adopted the Content Grid design system.
My Role: Design Lead: Branding, Photography Art Direction, UX, UI, Interaction Design.
Team Partners: Product Management, Data, Engineering, Photography, Videography.
BEFORE
AFTER
Goals
Elevate Page Branding: Inspire with a new color scheme and refreshed typography for an aspirational story.
Increase Sales: Enhance the Experience with eight product categories and updated design components.
Highlight Sponsors: Introduce five new placements and large video displays with a new wireframe.
Personas
CINDY, Stay-at-home mom
Challenges: not tech-savvy
Outcomes: confidence, feel loved
BEN, Millennial, Digital Planner
Challenges: time, self-doubt
Outcomes: fast, DIY, unique flavor
SIDNEY, Chef
Challenges: trending cuisine & tools
Outcomes: novelty
Sketches
Strategy
TRANSFORMATIONAL
Our passion is igniting culinary joy and crafting unforgettable dining moments. Elevate customers' cooking abilities to new heights.
ENGAGING
We offer curated, fresh advice and encourage customers through step-by-step lifestyle videos and high-quality products.
ASPIRATIONAL
We tell stories! Families gather to make memories, old friends reconnect over a lovely meal, and aspiring chefs evolve their expertise.
Imagery
By leveraging natural lighting, organic ingredients, and a human touch, the new look & feel promotes a healthy lifestyle and overall well-being.
Photoshoot
Customers are encouraged through curated and fresh advice supporting an engaging visual experience.
Style Guides
Experience
Wireframes, Comps, A/B Testing
User research revealed that users who watch product videos spend $12+ more, leading us to include large placements for videos throughout the page.
PADDING
After testing version A, padding was increased to separate promotional and editorial content better.
CONTENT GRID
In a cross-collaboration effort with the engineering team, the second layout was structured around a new Content Grid system, aimed at providing flexibility and facilitating easy updates.
VIDEO PLACEMENTS
Large video placements were included to emphasize sponsored products and step-by-step instructional videos.
At Amazon Kitchen, we aim to celebrate what is much more than just a room in each of our homes; it’s where art, science, and love all intersect.
Results
Cuisinart and KitchenAid signed on as sponsors of the page. CTR increased by over 25%, and sales increased by over 10%.
Work
