Team: Lisa Ervin: UX Strategist, Wireframe / Visual Mock / Prototype Designer; Art Directors: Jessica Hiller and Yolanda Manns; Marketing: Treyelle Price & Crystal Ivey
Target Audience: New and existing Calphalon DTC website customers
Objective: Create an educational landing page that for Cookware Use & Care.  The page should communicate the different coatings/materials, what they're best used for, and how to care for them. It should be detailed but not overly complex. Be a resource for customers, and also aid in SEO as use & care questions are incredibly popular searches.
Research: A 2023 Report in WGSN by Katie Shimmin lists Simplicity as a top experience Design Trend.  Consumers are increasingly overwhelmed.  Create an online environment that declutters the shopping experience and proves the Brand to be the expert in solving the consumer problem. One-third of all consumers today will stop buying their preferred products if they lose trust in the brand, and one-third of consumers have already stopped purchasing their longtime, favorite brands in 2019. Retailers sites I looked at as part of the research included: Littlespoon.com, Loandsons.com and Patternbrands.com
Development & Results:
The Caring for Your Cookware Page is intuitive and easy to navigate.  Under the slim banner, I implemented a Anchor Navigation Component that allows the user to jump to different cookware material without having to scroll down the page.  A Tabs component gives the user visibility to what they might like to explore and the ability to narrow the product choices. The tabs component is followed by an easy to read table. which I designed a chart to showcase the different capabilities of material.  The page re-inforces Calphalon’s position as a trusted expert in cookware.