Hamilton Beach®

The Challenge

Hamilton Beach®, well-known for its reliable, cost-effective kitchen appliances like blenders and coffeemakers, wants to expand its footprint to the shoppable online experience on Amazon.com. But for consumers shopping on Amazon, finding the right appliance among all the crappy ones is way harder than it looks. So how does Hamilton Beach® reposition its appliances and increase sales?

My Goal

Challenging the way consumers search, browse and shop online for kitchen stuff– and come back time and time again.