Gozney
Gozney is changing the way the world cooks outdoors. Their range of portable, built-in and freestanding outdoor ovens are simple to use with unrivaled performance and unbeatable versatility. Gozney pizza ovens can be found used in homes and restaurants all over the world.
Challenge
Gozney was experiencing rapid growth in their direct-to-consumer channels, driven by the rising demand for their premium pizza ovens and increased consumer interest in outdoor cooking. They needed an optimized website that was capable of scaling with their success. At this pivotal stage, Gozney sought a digital agency that could act as an extension of their team—offering strategic guidance, a collaborative approach, and the flexibility to support frequent code deployments and feature updates.
Approach
My agency started by conducting a comprehensive website audit for Gozney, aiming to optimize their ecommerce site and enhance the brand experience through a UX audit, a usability study, and a shopping analysis. The UX audit revealed opportunities to create a more premium and results-driven presentation of content, products, and brand values. A sitewide usability study was conducted to identify pain points, establish any improvements to usability, and observe user interactions while gathering feedback on features, content, and overall impressions. The shopping analysis involved a blend of ecommerce expert analysis, proven industry best practices, and a cognitive walkthrough of the website with real product ordering and testing.
Streamlined Navigation for a Seamless Purchase Experience
Early usability research uncovered a key challenge: users initially couldn’t tell if Gozney sold only ovens or included accessories, or what accessories they needed for the full experience. These insights drove the navigation UX strategy, where I created a guided shopping journey that answers these questions upfront. With an intuitive flow, the new site 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, I 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.
Flexible Product Pages for Informed Purchasing
Continuing to focus on creating a seamless shopping experience, my team integrated Rebuy into the product pages, allowing for seamless accessory add-ons before purchasing a pizza oven. I also built a flexible, composable layout with many features that enable the Gozney team to highlight important pizza oven features and address key consumer questions, such as available fuel types and oven size compatibility, ensuring customers make informed purchase decisions.
SEO Optimized Recipes with Smart Merchandising
My team 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.