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 The current website was outdated and the process of adding any new landing pages was slow. The 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. We set out to create an enjoyable and frictionless checkout user flow.

What grill features are important to our customers?

Traeger grills are an expensive purchase. Selecting a grill that fits your specific needs can be an overwhelming task. We started this project with a survey to find out how our current grill owners select their own grill. We also looked into what questions do our customers ask when recommending a grill to their friends and family. I was inspired by the survey results and the differences between what our customers value in their grill vs what they think others should consider before purchase. This gave us a lot of ideas for questions we should test to replicate the experience of asking a friend for a grill recommendation on the Traeger website.

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.

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.

Bringing component based design to Traeger

Traeger has a new, redesigned component library, moving away from the custom design for each page. Our 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.

Recommending which grill to buy

The grill recommendation tool has all of the questions on one page, to give our users a chance to skip questions they do not want to answer. We tested different question combinations, but made sure to keep the number of questions small to avoid overwhelming our users. Grill recommendation result page includes further opportunities to learn about your perfect grill choice, such as grill comparison and bundles.

Easily compare grills

Traeger offers a variety of grills so selecting the right grill can be a little bit 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.

Bundles: know which accessories to get

After exploring different ideas, we decided to start with this simple option, letting user select their grill and have just one bundle per grill instead of multiple options.

Checkout redesign

Our new checkout 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.