Four Pillars | Recipes

Problem: Four Pillars’ recipe pages were designed primarily as editorial content with limited consideration for conversion or ongoing engagement. Key issues included: - No clear pathway from recipes to product purchase - Lack of engagement features (saving, rating, commenting) - No structured recipe metadata (time, difficulty, flavour profiles) - Weak hierarchy and scannability across content - No retention mechanisms such as email capture or repeat engagement loops As a result, users engaging with high-intent content had limited opportunities to explore further or convert. Process: I conducted a UX and conversion rate optimisation audit of the existing recipe experience, benchmarking against best practices in content-led ecommerce. From this, I identified opportunities across: - Strengthening product integration within recipe flows - Introducing structured metadata to improve clarity and decision-making - Adding engagement features such as saves, favourites, and ratings - Introducing community signals such as “most loved” recipes and UGC potential These insights directly informed a full redesign of the recipe experience across desktop and mobile. Output Delivered a redesigned recipe experience that translates audit insights into a more structured, conversion focused UI. Key improvements included: - Clearer integration of product touchpoints within recipes - Structured metadata (time, difficulty, flavour profiles) to improve usability - Improved hierarchy and readability for step-by-step cooking flows - Engagement features such as saving, favouriting, and optional ratings - Space for community driven content and “most loved” signals *Completed while at Moustache Republic