Helping Grillers Find A Superior Grill Grate
Challenge
- Increase sales by showcasing product benefits.
- Attract a new customer base, specifically female grillers.
- Reduce product returns due to improper fit.
- Reduce call center hours for help finding the right product.
Strategy
- A web app to guide customers to the perfect product.
- New photography that is inclusive to female grillers.
- A new website with better user experience.
- Art direction that showcases the product and culture around it.
A Web App To Guide Users To The Right Product
I worked closely with the GrillGrate team to map out the customer journey. Through testing and wire-framing, we identified pain points and created a strategy to simplify the purchasing process.
The design of the app helped users easily select the right grate based on their grill and preferences, as well as captured valuable customer data.
- Competitive research
- Call center interviews
- User journey map
- Product design
- UX/UI
- Prototyping
Imagery To Attract Females To The Grilling Scene
I directed and produced two photoshoots that increased the quality of product photography as well as a body of lifestyle shots that transformed GrillGrate’s visual storytelling to appeal to a broader audience.
- Photography production
- Talent booking
- Location scouting
- Creative brief
- Art direction
Bringing It All To Life
The new website design focused on clarity and simplicity. I created a clean layout with plenty of white space, showcasing the product benefits while making it easy for users to make a purchase and explore additional options. There was also heavy influence on grilling lifestyle, highlighting techniques, recipes, and care instructions to drive site traffic and keep users engaged.
- Design system
- Wireframing
- UI design
- Accessibility audit
Results
The new website and web app led to an increase in sales, with fewer returns and a boost in interest at trade shows and events. Investors took notice of the growth potential, and GrillGrate was able to better meet the needs of their customers.
Reflections
It was such a pleasure to work directly with the GrillGrate help desk and map out exactly how users think while shopping for a product as specific as this. I learned so much at each stage of this project.
