Williams-Sonoma Eat & Drink App

E-commerce Strategy Optimization through App Prototype

Williams-Sonoma, a renowned retailer of high-quality home products, sought to enhance their online catalog by leveraging their extensive editorial database of cookbooks and entertaining content, repurposing key areas of the content into engaging digital experiences. The goal was to provide users with practical tips and inspiration, enabling them to purchase the products needed to bring their entertaining visions to life.

Role:

Senior Product Designer

Industry:

Home Entertaining

Duration:

3 months

As part of a three-person team, I collaborated with a content strategist and lead product designer to map user needs and purchasing behaviors. We crafted a streamlined journey from “personalized recommendations” to how-to content, leading to purchases. Our seasonal content strategy, featuring holiday guides and entertaining ideas, boosted engagement and sales. Two rounds of user testing informed key refinements, ensuring an optimized, user-centered experience.

Design strategy for prototyping.

My process began with data collection and a UX audit to identify the system’s needs and ensure it aligned with user and project goals. Using these insights, I created design system modules in Figma, such as CTAs, content cards, and navigation menus, to establish a cohesive framework for user flows.

I then brought these modules into ProtoPie, adding interactions and animations to create functional prototypes. This workflow enabled efficient iteration, accurate testing, and a polished, consistent user experience throughout development.

Findings from User Testing:

Boosting Sales with Cookbook Editorial and E-Commerce Integration

User testing with a prototype revealed key insights that informed this design strategy, focused on enhancing the integration of cookbook editorial content with e-commerce functionality to drive sales:

Seamless Editorial-E-Commerce Flow

  • Users responded positively to content cards featuring recipes with direct links to related products, enabling a smooth transition between inspiration and purchase.

  • Placing “Save” and “Shop” CTAs prominently within recipe and product modules improved user interaction and encouraged immediate actions.

Personalized Recommendations

  • Test participants valued personalized sections, like “For You” and “Saved,” which tailored content to their interests and purchasing history.

  • Highlighting curated collections (e.g., seasonal recipes or trending products) was seen as helpful in driving relevance and increasing engagement.

Engaging Visual Content

  • High-quality imagery paired with concise, descriptive text drew users’ attention and held their interest in both recipes and products.

  • Linking editorial content, such as “How-to” guides, with shoppable items was intuitive for users and encouraged product exploration.

Streamlined User Journey

  • Clear CTAs like “View Recipes” and “Shop Now” guided users effortlessly from editorial content to product pages, improving navigation and reducing friction.

  • Featuring saved content prominently encouraged users to revisit and complete purchases they previously considered.

Seasonal Campaigns

  • Participants showed increased interest in holiday-specific content, including themed recipes and product bundles, which created a sense of urgency and excitement.

  • Entertaining ideas tied to cookbook editorial resonated well, inspiring users to explore and purchase related products.

Conclusion

User testing showed that integrating cookbook editorial with e-commerce drives engagement and conversions, shaping a focused strategy. However, Williams-Sonoma paused the project due to its scale, and I soon transitioned to a full-time role elsewhere.

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