Weber Grills Website

Role UI / UX Design      Agency Rabble + Rouser      Project Website Redesign

Objective

Challenge

Update Weber Grills' website with a focus on e-commerce.

The old Weber website was...old. A new team of creatives had been brought onboard at the agency and wanted to give it a fresh look-and-feel. We needed to keep the site on-brand but give it a complete overhaul. A new art direction had to be established, while maintaining a level of familiarity for existing customers (and the client!)

UX Process

Due to the scale of this project, the agency wanted to incorporate some UX to the redesign. It was the first time we had hired UX designers or done user testing on a website. We held user testing sessions while we iterated on wireframes to improve usability. ​UX became an integral part of all projects going forward.

Approach

Overall Outcome

A team of creative directors, designers, copywriters, art directors and developers worked for months on the website. We meet daily with our creative director, hosted focus groups, and did extensive competitive analysis with other grill and lifestyle brands in the market. We revamped our use of product photography to enlarge the scale of the products to show their beautiful details and quality construction, whereas before the site had small product thumbnails. A new color palette complimented the products. One of the greatest features of the site was the new video shorts capturing the "day in the life" of real Weber customers.

The new website shocked our customer base. They loved the modernization of an old, trusted brand. The improved user experience of the website reduced calls to customer service. Sales increased. The new product photography and detailed specifications on the product pages empowered customers to become grill experts. Social interaction increased as well with the addition of a blog and the "Weber Nation" platform where customers could interact with other Weber fanatics.

New Website