Amazon Kitchen
From traffic to sales: boosting engagement, growth, and premium sponsorships
Challenge
The page had a price-focused, catalog-style design with a confusing, non-responsive UI, lacking brand identity. It failed to attract premium sponsors or high-end customers, leading to repeated rejections from top brands.
Solution
We developed an aspirational brand strategy with rich visuals and step-by-step educational videos, utilizing Amazon's Responsive Web Design System. The design was user-focused, tested throughout the process, and continually optimized based on research findings.
Results
The redesign boosted the click-through rate by 25% and sales by 10%, with no additional ad spend. High-end brands like Cuisinart and KitchenAid quickly signed on as sponsors.
Role: Design Lead – Branding, Art Direction, UX, UI.
Team partners: Product Management, Data, Engineering, Photo/Videography.
BEFORE
AFTER
Process
Using my brand strategy framework, we started with the Basics: analyzing business goals, data, and personas.
Step 1 Basics: 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
Outcomes: novelty
Sketches
Brand Influence
Data revealed strong ROI for sponsors from prominent placements. Curated videos and editorial content were designed to boost profitability.
Transformational
An initial idea was to focus on enhancing skills, catering to the needs of our personas, from beginners to experts.
Engaging
Data showed that users who watched product videos spent $12 more, we prioritized this insight during our sketch phase.
Step 2: Brand Values
Aspirational
Foster emotional connections
Premium
Curated product selection
Transformational
Fun advice & skill-building
Step 3 Story
We craft stories that unite families, offering elegant weeknight meals and creative holiday twists.
Step 4:
Brand Message
“For the love of food”
With a genuine and empowering tone, we deliver the message "For the love of food", making cooking accessible, uplifting, and enjoyable for everyone.
Step 5 Brand Visuals: Mood Board
With natural lighting, organic ingredients, and a human touch, the look & feel inspires a healthy, balanced lifestyle.
Photoshoot
The new imagery captivates customers with curated visuals and fresh, actionable advice.
Style Guides
Step 6 Experience
A/B Testing
Enhanced Browsing
After testing version A, we increased padding to separate content, reduced hero height for better focus, and added headers for improved navigation.
Amazon’s RWD System
Collaborating with engineering, we structured the second layout using a new Responsive Web Design System for flexibility and easy updates.
Strategic Content
In addition to redesigning the categories section, we added large placements to highlight sponsored products, featuring step-by-step videos and editorial content
At Amazon Kitchen, we celebrate the kitchen as more than just a room, it's where art, science, and love come together.
Results
Cuisinart and KitchenAid signed on as sponsors of the page. CTR increased by over 25%, and sales increased by over 10%.