Williams-Sonoma Eat & Drink
E-commerce Strategy Optimization through App Prototype
The Challenge: Develop a prototype for Williams-Sonoma Eat&Drink, a hybrid app that blends the functionality of a cookbook, entertainment guide, and e-commerce catalog. The goal was to test user engagement with seasonal content and evaluate the potential for seamless in-app purchases.
My Role: As a senior product designer in a two-person team, I worked alongside the lead product designer and collaborated with Williams-Sonoma stakeholders to create a high-fidelity prototype for the app’s UX and UI, defining user flows and establishing a cohesive design system. My focus was on facilitating smooth content access and maximizing e-commerce engagement.
Design Strategy: Collaborated with lead designer to craft the Williams-Sonoma Eat&Drink app strategy, merging content and commerce through an intuitive navigation and visual design system to enhance user engagement and drive sales.
Content-First Navigation ensures intuitive access to content on entertaining with easy access to recipes, tutorials, and shopping lists.
Seamless E-commerce Integration enables easy cart additions from recipes and product highlights, while personalized suggestions use data insights to tailor recommendations
Accessible Visual Design reflects the clients premium branding through cohesive and accessible typography, colors, and high-quality imagery.
Key Features: Partnered with editors to produce engaging, informative content designed to boost e-commerce engagement through integrated, strategic product links.
Seasonal Content Cycles: Maintained a dynamic content calendar with monthly updates, featuring fresh recipes, tutorials, and product highlights.
Product-Focused Video Tutorials: Created instructional videos showcasing Williams-Sonoma products, with embedded links to drive direct purchases of featured items.
Integrated Shopping Lists: Enhanced user experience by providing downloadable ingredient lists for each recipe, facilitating a seamless path from content to cart.
Outcomes: The prototype insights were crucial in refining Williams-Sonoma’s e-commerce strategy. Metrics from the test include:
+30% User Engagement: Users spent significantly more time in the app.
Higher Conversion Rates: In-app purchases outperformed web sales by 25%.
Repeat Engagement: 40% of users returned for new seasonal content.
Impact:The Eat&Drink prototype delivered actionable insights into user preferences, engagement patterns, and purchasing behavior. These findings guided Williams-Sonoma's digital strategy, resulting in a streamlined, cohesive app and web experience that seamlessly integrated the most effective features from the prototype.