Amazon Kitchen

From traffic to sales: boosting engagement, growth, and premium sponsorships.

BEFORE

Strategic Redesign Boosts Sales

The outdated, price-driven design lacked strong branding and UX clarity, deterring premium sponsors. The redesign increased CTR by 25% and sales by 10%, attracting top brands like Cuisinart

Role: Creative Director leading branding and UX/UI with product, data, engineering, and media teams.

AFTER

Process

The key to transforming the page from a simple catalog to a premium destination was my Brand-UX Strategy: A 6-Step Framework.

Step 1: Basics, Business goals & Data

Elevating the experience

An outdated, price-focused UI repelled premium sponsors and customers. Leadership sought to attract top brands, boost sales, and highlight sponsors.

Video Drives Engagement

Users who watched product videos spent $12 more. Competitors excelled in imagery but lacked video investment—our key opportunity.

Driving Brand Influence

Strong ROI from prominent sponsor placements highlighted the value of curated videos and editorial content to enhance profitability.

Personas

Cindy, 52 years old, Full-time mom
Challenges: not tech-savvy
Outcomes: confidence, feel loved

Ben, 25 years old, Digital Planner
Challenges: time, self-doubt
Outcomes: fast, DIY, unique flavor

Sidney, 44 years old, Chef
Challenges: trending cuisine
Outcomes: impressive dining

Step 2: Brand Values

We defined the brand’s core values:

Aspirational:
Fostering emotional connections

Premium:
Curated product selection

Transformational:
Fun, empowering advice

Steps 3 and 4: Story and Message

A narrative of togetherness shaped the brand message "For the love of food," making cooking joyful for all.

Step 5: Visuals

Natural lighting, organic ingredients, and a refined design system create a sophisticated look & feel.

Step 6: Experience

Live Page vs. Version 1

Version 1 kept the left and top nav, combining emphasized imagery with a large hero, eight category tiles, and video placements at the bottom.

Enhanced Browsing

Based on testing, Version 2 reduced hero height for focus, increased padding for clarity, and added six placements for step-by-step recipe videos and sponsors.

RWD & Strategic Content

Using Amazon’s RWD system, we integrated large sponsored placements, videos, and editorial content to create a more engaging and dynamic user experience.