Editorialized E-Commerce
Blending editorial storytelling with online shopping to inspire discovery and conversion.
Process & Approach
Content Strategy and Information Architecture: Working in a small team, I partnered with our in-house editorial expert to review Williams-Sonoma’s cookbooks, articles, and brand archives. Together, we developed a content strategy and first-year roadmap that turned existing assets into cohesive seasonal themes, recipes, and entertaining guides.
We built flexible, reusable templates that aligned design, editorial, and development from the start. Shared patterns for layout, typography, and media made it easier for developers to launch new content quickly. The approach streamlined collaboration, sped up production, and kept every recipe, article, and feature consistent with the Williams-Sonoma brand.
A refreshed homepage unified inspiration, products, and seasonal stories under a cohesive, elevated brand experience.
Modular articles blended storytelling and shoppable moments for a more engaging, intuitive read.
Personalized recommendations matched each user’s interests, highlighting recipes, tools, and ideas that encouraged discovery, saving, and purchase.
Contextual videos were embedded within stories to show how recipes come together and offer quick product solutions. Each clip let users watch, save, or purchase directly.
