Company
Traeger Grills
My role
Research, Strategy, Prototyping, Testing, Product Design
Team
1 Product Designer (me),
1 Director of Digital Platforms,
3 Engineers
Challenge
In just over three months our small team rebuilt the Traeger e-commerce website. The main objective of the redesign was to make it easy to pick and purchase a grill. I also focused on promoting countless recipes, educational content, workshops and cooking classes to build a sense of community (or as the Marketing team would describe it - “Traegerhood”).
Initial research and stakeholder interviews
I started this project by gathering existing research, reviewing the data available in Adobe Analytics, and interviewing stakeholders to find out more about the goal of the redesign. The current website was outdated and the process of adding any new landing pages was slow. Traeger team produces a lot of content: recipes, videos, workshops and help center articles. It was important that the new website is built to allow for quick additions of new content and campaigns. The customer journey also had to be improved. Buying a Traeger is an expensive purchase and customers spend a lot of their time researching first before making a decision. Once the right grill was selected, customers proceeded to checkout only to have to go through a lot of unnecessary steps. I set out to create an enjoyable and frictionless checkout user flow.
Inspiration and Competitive Analysis
We were inspired by Patagonia’s approach to blending product and lifestyle content. Looking at Traeger’s competitors, lifestyle content was not as prominent. We were hoping this will create an opportunity for Traeger to stand out from the competition.
Bringing component-based design to Traeger
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.
Inspiring Traeger Community
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.
Wireframing
To iterate on ideas fast, I experimented with different prototypes using low-fidelity designs. Our team evaluated the prototypes based on how easy it was for a user to go from the initial research all the way to completing the purchase and receiving their grill. We also continued to consider the community aspect, and looked for opportunities to engage our customers after purchase.
Key Features
Grill Recommendation Tool
I designed a grill selection tool based on the key questions asked by friends and in-store when someone select a grill. I tested different question combinations, but made sure to keep the number of questions small to avoid overwhelming users. Grill recommendation page includes further opportunities to learn about your perfect grill choice, such as grill comparison and bundles.
Quickly Compare Grills
Traeger offers a variety of grills, so selecting the right grill can be overwhelming. Our new website replaces a PDF grill comparison that used to be available on our site with a full page comparison with an easy way to select which grills to compare, key features, and specs.
Faster Checkout
New checkout design provides an option to save shipping address and payment details to save time in the future. Users can pick from multiple payment options, including financing (for larger purchases). Checkout design is optimized for any device, helping users to focus on one step at the time and making sure the user gets a chance to review their big purchase before proceeding with the order.
Bundles: know which accessories to get
Once someone knows which grill to get, we should make it easy to get the right accessories. This is how the idea for bundles was born, letting our users purchase a grill with all the right accessories carefully selected by our team.
Bringing component-based design to Traeger
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.
Inspiring Traeger Community
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.
Outcomes
Faster checkout experience
I reduced the number of steps required to checkout, and included and option to purchase a bundle to speed up the purchase flow.
Personal grill recommendation
Customers can get a personalized recommendation based on a short survey making it easier to find the right grill for their needs.
Building a community
I designed a Community section of the Traeger website, with educational content, recipes and events for anyone who enjoys grilling.
