Chef’sChoice
Chef’sChoice
Chef’sChoice
E-commerce Redesign, Product Catalog UX & WooCommerce Build
Quick Facts
Role: Creative Director / Lead Developer
Client: Chef’sChoice
Platform: WordPress / WooCommerce
Domain: Consumer ecommerce, kitchen products, product catalog, direct-to-consumer sales
Focus: Discovery, customer research, information architecture, UX/UI design, product catalog strategy, responsive design, front-end development, WooCommerce implementation
Audience: Home cooks, outdoor users, commercial buyers, and customers comparing product features across a deep catalog
Overview
Chef’sChoice was a full e-commerce redesign for a kitchen-products brand with a deep catalog of sharpeners, slicers, waffle makers, hot beverage products, and commercial solutions.
I served as creative director and lead developer, leading the project from discovery and research through information architecture, UX/UI design, responsive design, and custom WordPress/WooCommerce implementation. The goal was to move the brand beyond product PDFs and informational content into a more usable, browsable, and transactional direct-to-consumer e-commerce experience.
Challenge & Approach
Chef’sChoice had a broad product ecosystem serving different customer needs, from home cooks to outdoor users to commercial buyers. The challenge was to make the catalog easier to understand, compare, and shop while preserving the technical detail customers needed to make confident purchase decisions.
My approach started with understanding the product lines, customer use cases, and decision points across the catalog. From there, I organized the experience around clearer product categories, more useful product pathways, responsive page structures, and a commerce system that could support browsing, comparison, and conversion.
Because I led both creative direction and development, I was able to connect strategy, UX, visual design, front-end implementation, and WooCommerce build decisions into a cohesive ecommerce experience.
The redesign created a more structured and transactional ecommerce experience, helping customers move from product discovery to comparison to purchase within a custom WordPress/WooCommerce platform.
Chef’sChoice
Chef’sChoice
Chef’sChoice
E-commerce Redesign, Product Catalog UX & WooCommerce Build
Quick Facts
Role: Creative Director / Lead Developer
Client: Chef’sChoice
Platform: WordPress / WooCommerce
Domain: Consumer ecommerce, kitchen products, product catalog, direct-to-consumer sales
Focus: Discovery, customer research, information architecture, UX/UI design, product catalog strategy, responsive design, front-end development, WooCommerce implementation
Audience: Home cooks, outdoor users, commercial buyers, and customers comparing product features across a deep catalog
Overview
Chef’sChoice was a full e-commerce redesign for a kitchen-products brand with a deep catalog of sharpeners, slicers, waffle makers, hot beverage products, and commercial solutions.
I served as creative director and lead developer, leading the project from discovery and research through information architecture, UX/UI design, responsive design, and custom WordPress/WooCommerce implementation. The goal was to move the brand beyond product PDFs and informational content into a more usable, browsable, and transactional direct-to-consumer e-commerce experience.
Challenge & Approach
Chef’sChoice had a broad product ecosystem serving different customer needs, from home cooks to outdoor users to commercial buyers. The challenge was to make the catalog easier to understand, compare, and shop while preserving the technical detail customers needed to make confident purchase decisions.
My approach started with understanding the product lines, customer use cases, and decision points across the catalog. From there, I organized the experience around clearer product categories, more useful product pathways, responsive page structures, and a commerce system that could support browsing, comparison, and conversion.
Because I led both creative direction and development, I was able to connect strategy, UX, visual design, front-end implementation, and WooCommerce build decisions into a cohesive ecommerce experience.
The redesign created a more structured and transactional ecommerce experience, helping customers move from product discovery to comparison to purchase within a custom WordPress/WooCommerce platform.