Amazon Kitchen
I redesigned Amazon's Kitchen page, boosting engagement, sales, 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.
Role: Product Design Lead, driving UX and visual design 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 Our goal was to transform the outdated page into a premium experience that was useful, intuitive, and engaging.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: customers who watched videos spent $12 more on average, which shaped a content strategy that boosted ROI, and users sought content that felt helpful, inspiring, and fun.
My ProductX Framework
We began with Research, grounded in user data, industry trends, and competitor analysis. Insights shaped Strategy, which moved into Design and Prototype, validated through A/B testing.
Narrative Strategy
I designed a content strategy that elevated cooking inspiration through rich photography, step-by-step videos, and aspirational content — refining the visual design and deepening user engagement.
Content Positioning
Our tagline, "For the love of food” reflects joyful cooking 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.”
Kitchen Visual System
I led the visual design system, built on natural light, fresh ingredients, and elegant UI, creating a consistent look across photography, video, and interface.
User Testing
A/B Testing: Live vs V1
I led an A/B test of V1 against the live page. V1 included a large hero slider, eight category tiles, and a multi-video player, but only saw a 12% increase in CTR, falling short of expectations.
V2: Performance+
Based on the results, I directed the redesign into V2, 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.
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
I drove a 25%+ increase in CTR and more than 10% growth in sales, and led the effort that helped establish Cuisinart and KitchenAid as sponsors, raising profitability across the category and beyond, as Kitchen became the first category to adopt the responsive system, which was later rolled out org-wide.