I redesigned Traeger's ecommerce website, improving grill selection and speeding up the checkout experience.
In just over three months our small team rebuilt the Traeger e-commerce website. The main objective was to make it easy to pick and purchase a grill. I also focused on promoting recipes, educational content, workshops and cooking classes to build a sense of community — or as the Marketing team called it, "Traegerhood".
I started by gathering existing research, reviewing Adobe Analytics data, and interviewing stakeholders. The current website was outdated and adding new landing pages was slow. The customer journey also had to be improved — buying a Traeger is an expensive decision, and checkout had too many unnecessary steps.
We were inspired by Patagonia's approach to blending product and lifestyle content. Looking at Traeger's competitors, lifestyle content was not as prominent — an opportunity to stand out.
As part of this project, I worked on a component library, moving away from the custom design for each page. The design system incorporates Trager brand colors, brings consistency with the recent app redesign and builds a great foundation for future additions and playful elements of motion.
Traeger Brand and Creative Teams create insightful video content that inspires, educates, and builds a sense of community. Traeger TV now has a prominent space within the navigation, giving users access to Traeger collaborations, lifestyle content, recipe videos, and tutorials.
To iterate quickly, I experimented with different low-fidelity prototypes. Our team evaluated them based on how easy it was for a user to go from initial research all the way to completing a purchase.
I designed a grill selection tool based on the key questions asked by friends and in-store when someone picks a grill — keeping the number of questions small to avoid overwhelming users.
The new website replaces a PDF grill comparison with a full-page interactive comparison tool — easy to select which grills to compare, with key features and specs side by side.
The new checkout design saves shipping and payment details for speed. Multiple payment options including financing, optimized for any device, and focused on one step at a time.
Once someone knows which grill to get, bundles make it easy to get the right accessories — all carefully selected by the Traeger team.
Traeger TV now has a prominent space within the navigation, giving users access to collaborations, lifestyle content, recipe videos, and tutorials.
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