Instant Pot
Website Design
UX/UI
Designer @ Barrel
Instant Pot makes home cooking easier and more enjoyable with innovative appliances. We refreshed their e‑commerce experience to unify storytelling and education to support their growth.
Goal
Modernizing the Home Cooking Experience
As Instant Pot underwent their brand refresh, they looked to us to redesign their site to be the definitive destination for product information, education, and community engagement.
Outcome
A Digital Hub for Home Cooking
The redesigned site serves as a central hub for Instant Pot, bringing products, recipes, and how-to resources together in one cohesive experience. Enhanced product storytelling and intuitive navigation make it easier for users to learn about features, explore recipes, and connect with the brand.
To start the project and determine key touchpoints for the foundation of the brand story across the site, we mapped out wireframes for the homepage and product pages. Since product discovery was a key goal, we explored two navigation approaches to guide users through Instant Pot’s content.
The redesigned site brings Instant Pot’s playful, flavorful brand to life through lifestyle imagery, recipes, and product education, blending brand storytelling with retail conversion.
We redesigned the main navigation to make the customer journey more intuitive and improve product discovery, supporting Instant Pot’s expanding range of products.
We streamlined product education across the site, surfacing key features, manuals, how-to videos, and FAQs to guide users through each product’s story and make information easy to find, reducing reliance on customer support.
Instant Pot includes cooking time tables that help users find guidance by appliance, ingredient, or food type. We designed a clear, easy-to-navigate interface to outline each cooking method, helping users cook with confidence and increase engagement on the website.
Since Instant Pot sells through online and in-store retailers, the primary destination was the Store Locator page that helps users easily discover where to buy.
Instant Pot offers a wide variety of recipes, and their recipe hub is an opportunity to continuing fostering their cooking community. We updated the hub with easier navigation, exploring by cuisine or ingredient, and threaded cooking inspiration with chef highlights and product callouts.
User-generated content and social touchpoints were integrated throughout the site to bring the community into the experience, encouraging sharing and keeping fans connected to the brand.