Turning half-time into something worth staying for
Company
Pepsi MAX x Amazon Fresh
Role
Sr. Product Designer / Art Director
Duration
18 months
Overview
Football fans don't spend half-time watching football. They make food.
Together with Pepsi MAX, Twisted and Amazon Fresh, we saw an opportunity to turn that familiar behaviour into something more engaging.
I designed the first recipe-to-shop experience for Amazon Fresh in Europe, where fans could discover recipes inspired by iconic Champions League matches, watch short cooking videos and shop every ingredient without leaving Amazon.
The goal wasn't to create another campaign landing page. It was to design an experience that made inspiration, cooking and shopping feel like one continuous journey.
Challenge
Cooking is full of interruptions.A recipe might come from Instagram. The video lives somewhere else. The ingredients need to be searched for individually before anything can actually be cooked. I wanted to remove those interruptions.
The challenge was to bring discovery, entertainment and grocery shopping together in a way that felt natural inside the Amazon ecosystem, while creating a flexible product that could support future campaigns beyond football.
My Role
I partnered with UX designers, engineers, design technologists and Amazon Fresh stakeholders to shape the end-to-end customer experience.
My work focused on designing responsive interfaces, simplifying complex shopping journeys and creating reusable components that balanced editorial storytelling with ecommerce.
Start With Entertainment
Customers weren't looking for recipes.mThey were watching football.
Instead of leading with products, I built the experience around the excitement of the UEFA Champions League. Each recipe was inspired by an iconic match, giving customers a reason to explore before asking them to buy anything.
From Content to Commerce
The experience combined recipes, video and shopping into a single flow.
Customers could watch Big Zuu cook, discover the story behind each recipe and add every ingredient to their Amazon Fresh basket without restarting their journey.
Shopping became part of the experience instead of its destination.
Removing Friction
Buying the ingredients should be easier than finding the recipe.
Every meal automatically generated a shopping list connected to Amazon Fresh. Customers could swap products, remove ingredients or add everything to their basket in just a few taps.
Small interactions like these removed unnecessary decisions and kept the focus on cooking.
Designed to Evolve
Although it launched around the Champions League, the product wasn't designed for a single campaign.
Recipes, creators and branded content could all change while the underlying experience stayed the same. Building reusable templates and modular components created a foundation that could support future partnerships and seasonal activations across Amazon Fresh.
Outcome
The project became the first recipe-to-shop Brand Store built for Amazon Fresh in Europe, transforming a traditional awareness campaign into a product experience that connected entertainment, recipes and grocery shopping in one place.
Instead of asking customers to leave the experience to complete their purchase, we brought the entire journey together inside Amazon.
Turning half-time into something worth staying for
Company
Pepsi MAX x Amazon Fresh
Role
Sr. Product Designer / Art Director
Duration
18 months
Overview
Football fans don't spend half-time watching football. They make food.
Together with Pepsi MAX, Twisted and Amazon Fresh, we saw an opportunity to turn that familiar behaviour into something more engaging.
I designed the first recipe-to-shop experience for Amazon Fresh in Europe, where fans could discover recipes inspired by iconic Champions League matches, watch short cooking videos and shop every ingredient without leaving Amazon.
The goal wasn't to create another campaign landing page. It was to design an experience that made inspiration, cooking and shopping feel like one continuous journey.
Challenge
Cooking is full of interruptions.A recipe might come from Instagram. The video lives somewhere else. The ingredients need to be searched for individually before anything can actually be cooked. I wanted to remove those interruptions.
The challenge was to bring discovery, entertainment and grocery shopping together in a way that felt natural inside the Amazon ecosystem, while creating a flexible product that could support future campaigns beyond football.
My Role
I partnered with UX designers, engineers, design technologists and Amazon Fresh stakeholders to shape the end-to-end customer experience.
My work focused on designing responsive interfaces, simplifying complex shopping journeys and creating reusable components that balanced editorial storytelling with ecommerce.
Start With Entertainment
Customers weren't looking for recipes.mThey were watching football.
Instead of leading with products, I built the experience around the excitement of the UEFA Champions League. Each recipe was inspired by an iconic match, giving customers a reason to explore before asking them to buy anything.
From Content to Commerce
The experience combined recipes, video and shopping into a single flow.
Customers could watch Big Zuu cook, discover the story behind each recipe and add every ingredient to their Amazon Fresh basket without restarting their journey.
Shopping became part of the experience instead of its destination.
Removing Friction
Buying the ingredients should be easier than finding the recipe.
Every meal automatically generated a shopping list connected to Amazon Fresh. Customers could swap products, remove ingredients or add everything to their basket in just a few taps.
Small interactions like these removed unnecessary decisions and kept the focus on cooking.
Designed to Evolve
Although it launched around the Champions League, the product wasn't designed for a single campaign.
Recipes, creators and branded content could all change while the underlying experience stayed the same. Building reusable templates and modular components created a foundation that could support future partnerships and seasonal activations across Amazon Fresh.
Outcome
The project became the first recipe-to-shop Brand Store built for Amazon Fresh in Europe, transforming a traditional awareness campaign into a product experience that connected entertainment, recipes and grocery shopping in one place.
Instead of asking customers to leave the experience to complete their purchase, we brought the entire journey together inside Amazon.