Made In Cookware

As the Lead Product Designer at Made In Cookware, I deliver high-impact projects to help our business elevate our online presence and drive growth by optimizing the user journey and enhancing the overall customer experience. 

Website Redesign Project

Responsibilities

As Lead Designer: 

  • Determining design direction and strategy for new site

  • Creating wireframes, user flows, and prototypes

  • Conducting user research to prove designs 

  • Establishing company’s inaugural design system

Teams Involved: 

  • Engineering

  • E-Commerce

  • Brand

  • Marketing

  • B2B Sales

As the lead designer for a comprehensive website redesign, I worked closely with stakeholders and engineering to significantly overhaul and improve the site experience as well as performance. 

I led a number of workshops to best understand business objectives and align the team on desired outcomes, and rapidly iterated through a cadence of design reviews. 

My role included analyzing data on the existing site to identify key problem areas, exploring competitor sites for best practices, and crafting prototypes for testing and building.

  1. Established design system, using component-based designs with an emphasis on flexibility and scalability 

  2. Elevated the visual brand identity to a premium to better align with the quality and value of the products 

  3. Improved performance metrics, with a focus on increasing AOV and UPT, especially for new users

  4. Improved site shopability by allowing users to add products to cart from anywhere on the site 

  5. Supported our growing creative content team with improved blog features and a new hub for video content

  6. Supported our B2B team’s efforts and improved the pro portal experience for restaurants and industry suppliers 

  7. Led accessibility efforts and aligned other teams 

Homepage

Before

Before

Design Iterations

Outcomes

After

Product Detail Page

After

Navigation Redesign 

As the lead researcher and designer, I conducted user interviews and moderated tests to identify pain points and areas to improve our navigation layout and content. 

We focused on discerning the difference in expectations for new vs. returning customers regarding our product catalog presentation.

Based on our findings, we implemented substantial changes to the navigation layout and content groupings that are better suited to support an expanding product catalog. 

Further content updates are currently undergoing A/B testing as well.

    • Strategic planning and developing effective interviews

    • Conducting moderated tests and card sorts with customers

    • Distilling findings into actionable items

    • Creating improved layouts and user flows

    • Engineering

    • E-Commerce

Before

After

Outcomes 

  • Conducted three test types (interviews, card sorts, moderated tests) with a total 19 users over a 3 week period 

    • Research tools used: Userlytics, Lyssna, Heap

  • Reduced cognitive load by improving alignment of product groupings with user expectations 

  • Standardized catalog nomenclature for faster recognition of categories, materials and products

  • Improved time for users to get from collection to product page (less time wasted in navigation and/or bouncing), effectively encouraging more browsing and discoverability of products 

  • Successfully tested a deeper navigation structure that satisfies both user types — those who shop by material and those who shop by function 

Next

Interior Define