January 12, 2021
Year
2021
Client
HESTAN CUE
Category
Desktop & Mobile web
Product Duration
5 WEEKS
Business:
Hestan Cue’s template-based website felt generic and uninspiring. They needed a modern, culinary-focused redesign that not only showcased their smart cooking system more effectively but also provided a stronger storytelling platform to engage users and attract new customers.
User:
Users lacked an engaging, intuitive experience. The old site offered little storytelling or lifestyle connection, and navigation wasn’t smooth. Visitors needed clearer CTAs, simplified flows to see the product pages, and a design that made exploring and using the system enjoyable.
The goal was to transform Hestan Cue’s generic, template-based site into a modern, culinary-focused platform that better showcased their smart cooking system. The redesign aimed to attract new users, and create a stronger storytelling platform that engaged customers and highlighted the brand’s lifestyle-driven identity.
As the Product Designer, my role was to transform Hestan Cue’s template-based site into a modern, culinary-focused platform. I focused on building intuitive navigation, clear calls-to-action, and a storytelling-driven design that connects to lifestyle while highlighting the smart cooking system. The goal was to balance brand identity with usability, creating an experience that is both engaging and effective in attracting new customers.
The refreshed landing page drove measurable impact:
+22,5% increase in CTR on listing pages and 10,5% product pages
–13.8% reduction in bounce rate on overall HSC website
$15,000 in additional revenue generated after launch
+5 minutes longer average browsing sessions
