Anova Culinary
Connecting product, content, commerce, and community through responsive storytelling
I redesigned Anova Culinary’s ecommerce product pages to connect product education, purchase decisions, recipes, accessories, and community through responsive storytelling and scroll-driven motion.
My relationship with Anova expanded from an earlier recipe-platform redesign into the company’s marketing website. The next opportunity was its product-detail experience, beginning with the Anova Precision Cooker Pro and extending to the Anova Precision Oven.
The existing pages no longer reflected the latest product story or the energy of the brand. Anova wanted the restraint of Apple-style storytelling—simple language, strong imagery, and carefully paced explanation—with the personality of a contemporary direct-to-consumer brand. The challenge was to define how its products should be introduced, understood, compared, and connected to the broader Anova ecosystem.
Product and UX Strategy
Responsive UX/UI Design
Content Strategy and Ecommerce Storytelling
Visual and Creative Direction
Product-Detail Page Design
Motion Concepts and Storyboards
Scope
Role & Ownership
I owned the marketing-site design from strategy through final direction. That included the UX approach, content architecture, ecommerce flow, responsive behavior, visual system, and motion concepts. I worked directly with Anova’s VP of Marketing and her team to turn evolving preferences and requirements into a coherent customer experience.
I designed the initial concepts, established the visual directions, organized the product story, and defined how each section should work across desktop and mobile. I also created visual details and iconography and directed the refinement of every screen, ensuring that UX, content, commerce, and creative expression operated as one system.
The Real Problem
Anova’s product pages were visually dated and did not tell the fuller story of the products or brand. They presented devices and specifications, but did not clearly answer the questions customers might bring to an unfamiliar category: What is sous vide? How does it fit into everyday cooking? What do I need to begin? Why should I choose this model?
Products, recipes, accessories, reviews, and community also felt like separate destinations. That fragmentation hid an important part of Anova’s value: each device belonged to a broader cooking ecosystem supported by complementary products, an app, useful content, and an active Food Nerd community.
Anova was also still resolving its visual direction. The design process needed to make different expressions tangible while moving toward a product page that felt premium, energetic, and useful for ecommerce.
What Mattered Most
The experience had to educate without becoming an instruction manual. For the Precision Cooker Pro, that meant showing sous vide in context instead of relying on technical explanations or disconnected chef imagery. Benefits needed to lead, with specifications appearing when customers needed greater detail.
The visual system also had to balance premium simplicity with high energy. Strong product imagery, concise copy, bold typography, orange accents, lifestyle photography, and deliberate pacing created momentum without visual noise.
Product education also needed to connect naturally to price, purchase, bundles, comparisons, accessories, recipes, reviews, and community rather than functioning as an isolated brand story.
Key Decisions
I designed multiple visual and narrative directions because Anova had not aligned around a single expression of the brand. Successive versions tested different balances of restraint, color, pattern, lifestyle imagery, product emphasis, and direct-to-consumer energy. The third direction moved forward because it was bold without overwhelming the product and created a stronger connection between lifestyle storytelling and ecommerce information.
I organized each page as a progressive story rather than a stack of specifications. Product education led into benefits, features, app capabilities, included items, complementary products, comparisons, accessories, recipes, community, and reviews. This allowed the page to answer immediate purchase questions while showing the larger experience customers joined after buying a device.
I also treated motion as a way to explain the products. Scroll-driven sequences could demonstrate how a device worked, reveal physical details, and carry customers from one idea to the next while adding the energy missing from the existing site.
The Work
The Precision Cooker Pro page opened with product imagery, pricing, reviews, purchase actions, and bundle options. It then introduced sous vide in plain language and showed the product in real cooking situations. Feature callouts explained the device, while app content positioned it as more than a standalone tool. The story continued through what comes in the box, product comparison, accessories, recipes, community imagery, and customer reviews.
I applied the same system to the Precision Oven while adapting the story to a more complex appliance. The page introduced its combined cooking capabilities, showed food in context, explained the hardware and sensors, connected the oven to its app, and incorporated complementary products and community content.
Desktop and mobile designs preserved the same narrative while adapting composition, image crops, comparisons, product cards, galleries, and purchase actions. Motion storyboards showed the Cooker Pro moving from the hero into a water bath and the Oven opening, rotating, revealing its probe and interior, and returning to a complete product view.
Outcome
The work produced complete responsive directions for the Precision Cooker Pro and Precision Oven, supported by visual explorations and detailed motion storyboards. The selected direction balanced premium simplicity with a more energetic direct-to-consumer voice while bringing product education, ecommerce content, recipes, accessories, reviews, and community into one story.
The outcome was a cohesive, presentation-ready vision for modernizing Anova’s product storytelling across desktop, mobile, and motion.
