Williams-Sonoma Eat & Drink App

E-commerce app prototype blending editorial inspiration and catalog sales

Williams-Sonoma wanted to modernize their digital experience by combining their cookbook editorial content with their product catalog. I led the design of a fully built Eat&Drink app that allowed users to explore recipes and directly purchase related products. The project was completed end-to-end and prepared for release, connecting editorial inspiration with commerce in one cohesive experience.

Role:

Lead Product Designer

Industry:

Home Entertaining Ecommerce

Duration:

3 months

  • Lead Product Designer at Galvanized, working alongside a Creative Director, writer, and the company CEO.

  • Audited Williams-Sonoma’s cookbook and catalog content to identify opportunities for editorial-commerce integration.

  • Defined the app’s information architecture and user flows, ensuring a smooth path from browsing inspiration to purchasing products.

  • Designed the app UI, including personalized recommendations, seasonal campaigns, and dynamic editorial-product pairings.

  • Collaborated with the writer to align recipes, articles, and visuals with shoppable product CTAs.

  • Delivered an interactive app build to agency stakeholders, influencing Williams-Sonoma’s ongoing e-commerce strategy and later redesign efforts.

Solution/Process:

We focused on merging inspiration with commerce: editorial content directly linked to relevant products, with a frictionless flow from browsing to buying.

  • Integrated editorial and e-commerce: Cookbook recipes and entertaining articles paired with related kitchenware and home products.

  • Personalized recommendations: Included dynamic suggestions based on user browsing behavior and seasonal campaigns.

  • Streamlined navigation: Designed clear UI patterns to move smoothly between inspirational content and product pages.

  • Visual storytelling: Balanced photography, recipes, and product shots to create an aspirational but shoppable experience.

Results / Impact

The app was fully built and prepared for launch. While internal scheduling delayed its public release, the work was highly praised and informed Williams-Sonoma’s ongoing e-commerce strategy.

  • Stakeholder validation: The agency loved the app demo and used it to pitch additional funding.

  • Framework adoption: Key design patterns from the app influenced Williams-Sonoma’s subsequent redesign and ongoing digital strategy.

  • Proved demand: User testing validated that editorial-product integration improved engagement and inspired purchases.

  • Showcased innovation: Demonstrated how an editorial-commerce hybrid could drive both inspiration and revenue.

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