CUSTOMER FRUSTRATION

There are several friction points that customers face. One major friction is that the audience may have limited knowledge themselves to explore the culinary world. Similarly, the lack of a cohesive environment makes it difficult for them to learn, develop and grow their passion.

PITCH

Inspired by the vision of the perfect kitchen utility, we designed a digital platform for William-Sonoma's Open Kitchen line, targeting novice and aspiring cooks to support their passion and develop their culinary skills.

We identified three stages of interaction, pre-cooking, cooking and post-cooking, throughout the entire process of cooking by observing activities that the user may engage in. During the cooking stage, the user is faced with many time sensitive tasks and would have greater difficulty going through a large number of information. Recognizing this, our goal was to develop a simple, intuitive hierarchy and layout. Visually, the application needs to be clean, allowing users to quickly grasp essential techniques. We provided high interaction dependent actions during the post and pre cooking process. We optimized the interaction so the application becomes an essential in the cooking process from inspiration to cooking and plating.

Our project will introduce a new customer segment of casual food lovers to Williams Sonoma early on as they find their passion for cooking. Through continued usage the audience would be exposed to Williams Sonoma’s culture and products, immersing them in the brand. By reaching to the audience early on and continued immersion in the brand, the user will feel connected to Williams Sonoma.