eko Walmart: Cookshop Interactive Video + Inspiration Hubs
eko Cookshop, produced in partnership with Walmart, offers an engaging collection of interactive cooking videos that seamlessly integrate entertainment and shopping. I played a crucial role in developing this content-to-commerce concept by aiding Eko in creating four show series as well as eventually taking over UX updates and ongoing development of the Inspiration Hub platform.
MY ROLE:
Lead UX Designer, Visual Designer and Client Partner
I was the lead UX and Visual Designer for the eko account and managed all Cookshop UX show needs and eventually the hub website. I directed interactivity and experience design for episodes, collaborating with production, client, and vendor teams to forefront shopability whilst ensuring clear and satisfying user experiences. I also made sure to take in user testing feedback consistently to produce UI/UX enhancements whilst balancing stakeholder needs and feedback.
Designed at Bluecadet for eko and Walmart
I worked on a total of four interactive cooking shows, providing UX and visual direction
Cookshop Shows
Cookshop, a content-to-commerce experience, inspires home chefs to personalize recipes, learn new techniques, and shop seamlessly within the video platform. With Walmart backing the entire endeavor, our primary goal was to boost brand recognition and purchasing consideration with inspirational cooking content. Bluecadet collaborated with eko to create four series, with me serving as lead UX and visual designer.
Working with the engineering team, I produced UI/UX design patterns and a templated guide that could be rolled into all future shows and content
Fastbuilder Template
eko offers a unique choose-your-own adventure type shopping video experience, empowering brands, products, and stores to craft immersive branching storytelling seamlessly.
To streamline the process and reduce pre-production expenses, my team and I worked to create a templated system based on previous UX work and testing observations. This initiative led to a 50% increase in project creation speed, along with a more user-friendly interface and consistent project-wide buttons.
Global Commerce Flow
In 2021, Cookshop pivoted to prioritize shorter, mobile-friendly experiences, mostly driven by high social platform traffic and 89% of their users coming from mobile. Due to this, we started focusing design efforts on creating succinct commerce flows so users could easily get to their recipes and shopping lists.
I worked to design and iterate on several commerce flows, as well as a global commerce flow for uniform button placement, code application, and interface consistency across projects and platforms. We then went on to A/B test our designs, continuing to tweak and refine throughout release cycles.
Created several commerce flows that we A/B tested during user-testing sessions as well as on the live website
Site Audit - UX Improvements and Design System
Although we were initially contracted to only work on their interactive cooking shows and interactive video creation tool, our scope with eko expanded to include UX management of all Inspiration Hub content (Cookshop, Make It, and Camp), including a thorough UX audit of their existing websites. This engagement resulted in a overall site refresh with an updated design system as well as multiple improvements that enhanced the website flow and accessibility.
I worked to audit their pre-existing Inspiration Hub sites, resulting in several sprints to improve and refresh their entire system of websites
TEAM: BLUECADET
Project Managers: Katie Lannigan, Hillary Cleary
Tech Lead: Chris Arasin
Lead UX Designer: Janet Lu
UI + Visual Designers: Janet Lu, Alyssa Hamilton, Morgan Foust
Motion Designer: Wenchi Huang, Devon Burgoyne, Xavier Johnson
Developers: Erin WeigmanRESULTS (within the first year):
Created & released 88 episodes
8.7% Click Through Rate (industry standard 2.4%)
3M Engaged views
82,000 hours total user time spent
+47% increased perception of Walmart as the place to buy kitchen and cooking supplies
+27% Increased perception of Walmart as the place to buy healthy food
+21% increased likelihood of shopping at Walmart for groceries