BBQ Hack

BBQ Hack is a DTC e-commerce brand that sells grills, furniture, accessories, and a line of proprietary “Hacks” designed to upgrade the grilling experience. The core challenge was redesigning the website to clearly communicate the value of these unique products, especially the flagship "Griddle Hack", while building enough trust and confidence to support high-ticket purchases.

• Product and UX strategy
• Information architecture and shopping flow
• UI and Design System
• PDP and PLP redesign
• Brand refinement and visual identity expansion
• Email flow strategy and design
• Developer handoff

• Experienced grillers, upgrading their setup
• Gift buyers, purchasing for passionate grillers
• Returning customers, expanding their collection of BBQ Hacks

The site needed to support trust and clarity for high-ticket purchases while also explaining unfamiliar products that didn’t fit standard e-commerce patterns. Product photography and budget were limited, and the catalog spanned multiple brands alongside BBQ Hack’s proprietary products. A complex mega menu was required to support discovery without overwhelming users.

The primary product insight was that users didn’t understand what the core BBQ Hack products did, particularly the Griddle Hack, which transforms your grill into a griddle. I redesigned the shopping experience to prioritize education before persuasion.

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I reworked the information architecture multiple times to simplify navigation and clarify product categories, while ensuring the mega menu could support browsing across many brands. Product listing pages were refined to reduce friction and guide users toward the right products.

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I redesigned the product pages to deliver clarity and education through structured content, infographic-style images within the carousel, and embedded videos to demonstrate how each Hack works in real-world scenarios. These decisions were informed by heuristic evaluation and e-commerce best practices, ensuring explanations were clear even with limited photography.

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Email flows were designed to support both education and conversion, including welcome, abandoned cart, post-purchase, and cross-sell sequences. Trust signals such as price match guarantees, fast fulfillment, and customer support were reinforced consistently across the site and email experience.

The redesigned website led to an increase in average order value through clearer upsells in the shopping and checkout flow. Email open and click rates improved once the new flows launched, and the updated review system contributed to an increase in positive customer feedback and user generated content. Most importantly, users demonstrated more confidence in understanding and purchasing BBQ Hack’s core products.