Gozney
- Creative Direction
- E-commerce
- UX Research
- UX Design
- UI Design
- Custom Workshops
Shopify 2.0 Migration & Redesign
Gozney pizza ovens bring the performance and quality of commercial ovens into the home. Their team first engaged with Zaneray after experiencing rapid growth in DTC channels. They needed an optimized website that was capable of scaling with their success. For over 2 years, I worked as Creative Director along with Zaneray’s design team in collaboration with our research and development teams across numerous research and design projects that culminated in the launch of the revamped site. During this period, we seamlessly transitioned the entire website to the new custom Shopify 2.0 build while supporting multiple product launches across all six global stores. Gozney’s partnership with ZaneRay continues to evolve with plans for new products and feature launches on the horizon.
A Partnership Defined by Strategy
When we reached the final phase of migrating Gozney to Shopify 2.0, it was time to re-establish priorities and goals for the website. ZaneRay hosted an intensive 3.5-day workshop with Gozney to align on business goals, review past success, and plan the future digital roadmap. As Creative Director, I facilitated UX strategy frameworks related to information architecture and content planning. Our Shopify Development Director created technical requirements for Gozney’s seamless migration to Shopify 2.0. The workshops culminated in a clear roadmap, allowing us to move quickly through the discovery phase and set a strategic direction for Gozney’s e-commerce evolution.
Streamlined Navigation for a Seamless Purchase Experience
Early usability research uncovered a key challenge: first-time visitors couldn’t tell if Gozney sold only ovens or included accessories, or what accessories they needed for the full experience. These insights drove our UX strategy, where we created a guided shopping journey that answers these questions upfront. With an intuitive flow, the new navigation leads customers through selecting their pizza oven and the essential accessories, making it easier for customers to confidently select what they need to fully enjoy their pizza-making experience.
Fueling Enhanced Pizza Oven Shopping
Gozney offers a diverse range of pizza ovens, each with distinct fuel options, specs, features, and benefits. Drawing from the insights gained during usability testing, we created oven cards that offer users a quick snapshot of key specs without leaving the product list. Shoppers can easily compare ovens and find the model that best fits their pizza-making and lifestyle needs—creating a smoother, more enjoyable shopping journey from start to finish.
Product Discovery Through Immersive Collections
To elevate Gozney’s collection pages, autoplay video was integrated directly into the shopping journey, showcasing products in real-world use. This dynamic approach was complemented by lifestyle imagery incorporated into product cards to help novice pizza chefs quickly understand how accessories fit into the pizza-making process. Custom filters were implemented to allow customers to easily shop for accessories specific to their Gozney oven, making the buying journey more intuitive. Additionally, the revamped collections pages were designed with future growth in mind, ensuring they can support merchandising for future limited-edition product launches and brand collaborations.
SEO Optimized Recipes with Smart Merchandising
We reimagined Gozney’s recipe experience by optimizing for SEO with Google structured data, ensuring strong search visibility. The redesigned recipes landing page now features dynamic, multi-faceted filters that let users explore content based on cooking styles, meal categories, dietary needs, and more. Additionally, the new recipe detail pages offer a media-rich and interactive experience, seamlessly integrating merchandising opportunities for ovens and accessories within the recipe content.
A Chef-Led Ambassador Experience
The new brand ambassador experience provides users with a curated space to explore recipes from their favorite chefs. This feature reinforces Gozney's culinary collaborations and deepens user engagement through an exclusive, chef-led content journey tailored to food enthusiasts.
