Amazon Kitchen
From traffic to sales: boosting engagement, growth, and premium sponsorships.
Redesign Boosts Sales
Before the redesign, kitchen shoppers weren’t converting, and leadership aimed to attract premium brands. The redesign led to a 25% increase in CTR and a 10% boost in sales, helping bring in top brands like Cuisinart and KitchenAid.
Role: Creative Lead, driving branding and UX/UI efforts in partnership with the Kitchen product, merchandising, and engineering teams.
BEFORE
Users faced a non-responsive, catalog-like experience. Our goal was to transform the outdated page into a premium experience that was useful, intuitive, and engaging.
AFTER
We redesigned the page based on key insights: videos increased spend by $12, editorial content boosted ROI, and users sought content that felt helpful, inspiring, and fun.
Brand/UX Strategy Framework
Powered by my 6-step framework, we began with Research using user data, industry trends and competitors, then aligned Values into a Story that shaped Messaging, Visuals and Experience.
Kitchen Brand Story
We crafted a story that elevated cooking skills and conveyed Love Through Cooking using rich photography, step-by-step videos, and aspirational content. This refined the visual design and deepened user engagement.
Aspirational Message
Our message, “For the love of food,” celebrates joyful cooking rooted in connection and a lifestyle supported by quality products.
”At Amazon Kitchen, the kitchen is more than a room—it’s a space for creativity, quality, and meaningful connection.”
Visual Language & UI Toolkit
Natural light, fresh ingredients, and elegant UI elements came together to create a refined, cohesive aesthetic across video and photography.
Experience redesign
V2: High-Impact Redesign
Built using Amazon’s RWD system, V2 reduced hero height, added section titles and spacing, and introduced six dynamic placements for video, editorial, and sponsor content.
A/B Testing: Live vs V1
V1 included a large hero slider, eight category tiles, and a multi-video player, but only saw a 12% increase in CTR—falling short on engagement compared to the live page.
V2: Maximized Profit
A/B testing showed V2 was a success. Strong ROI from sponsor placements validated the impact of curated video and editorial content in driving both profitability and engagement.
Raising the bar
CTR increased by over 25%, sales grew by more than 10%, and Cuisinart and KitchenAid became sponsors, driving exceptional engagement and profitability.