The most popular section of the website, recipes, is a major marketing strategy for the brand, and the company often partners with celebrity chefs to create them but this section was nothing more than a static content page and was not easily managed.

King’s Hawaiian is not able to keep products stocked which leads to an influx of emails to customer support.

They had multiple websites with no clear movement between them This was confusing for their customers and not easily maintainable by King’s Hawaiian team members.

Limited hipping options did not support their product line

Overall updated design and better user experience

I was the lead designer on this project. I spent time working with the client to learn their business logic and desired goals, and from their users’ perspective, what I could do to create a better user experience for them.

After documenting ideas / solutions on how the new design would meet these expectations and reviewing their requirements that highlighted every capability the website needed to have, I started putting together the designs.

The King’s Hawaiian team would be very involved in making edits to their new site once it launched so I spent extra time walking them through and explaining how everything worked.

Increased user-experience by bringing content / products that were spanned across 3 websites into a single cohesive website.

Not necessarily a problem but more of an enhancement: I designed an experience where users could easily find recipes by organizing them into different categories and purchasing products needed for the recipe by purchasing them straight from the recipe page.

Avoid a dead-end for users if a product is out of stock. I incorporated two options for users, a “Notify Me” option where the CTA would read “Notify Me” > user would enter in their email address and get a notification when the product was back in stock. The other option is for users who needed the product sooner than later, they were pushed into a “Find near me” workflow.

Designed a new workflow to split the shopping cart based on items in the basket. Ship the frozen products overnight, while sending the others through regular delivery.

It was an all around success. From the client side > design side > development and launch side. King’s Hawaiian had a 32% increase in sales and 40% increase in engagement with their recipe pages.

On my end, King’s Hawaiian had a large number of stakeholders involved in the decision making process. It required lots of meetings and working with the team to get everyone to agree on things.

From the project as a whole standpoint, to make the recipes app live + functional, our team built a standalone BigCommerce app. This in itself brought on some challenges with us having to go back and re-solution elements if the devs ran into anything that would be challenging for the King’s Hawaiian team to update themselves in the future. In the end it was a great process because it further forced us to really explore all options.

I would have liked to see purchasing options + recipe incorporation within their instagram feed as another conversion opportunity and enhancing the user experience.

For example, if am viewing the Instagram feed and I see a picture of the completed recipe and am interested in making it myself, I think it would be helpful to be able to go directly to the reciepe page to get details + purchase what I need there or at least be able to purchase the product I need directly from the Instagram post I am viewing.

On the recipe page, I would have liked to see an interactive checklist for the ingredients. This would create a better user experience when cooking. When I bake, I favor the websites that allow me to manually check off ingredients as I am baking. This helps play into recognition over recall.

I would have liked to customize the Shipping options more but there were system limitations that did not allow us to do this.