How Instant Pot Turned Its Website Into a Brand Hub
I’ll always remember when Instant Pot Brands reached out.
I happened to be visiting my in-laws and had just enjoyed some oatmeal from their Instant Pot that morning (my father-in-law's go-to creation).
I took the call from their kitchen with Delaney Workman. I remember ending our conversation thinking, no matter what happens next, that was a lot of fun.
Delaney is all good vibes and has one of the coolest jobs, Manager of Digital Experience and... Head Chef! With a culinary background, she's responsible for all of Instant Pot’s recipes and cooking inspiration.
Fast forward to today and I’m excited to share that we’ve officially launched the new Instant Pot website.
Our focus was to create a central source of truth for the brand to support channel expansion while driving awareness, education, and community. The redesign focused on:
▷ Bringing a refreshed visual identity to life to highlight the brand’s playful and flavorful spirit
▷ Making product discovery easier with a restructured navigation and new collection pages
▷ Creating educational moments with videos, manuals, FAQs, and feature callouts across product pages
▷ Launching a new cooking time table feature that make it easy to search by appliance, ingredient, or food type, ensuring perfectly cooked meals every time
▷ Enhancing retail visibility throughout the experience to drive in-store purchases
▷ Improving the recipe hub with a more robust, integrated experience
▷ Ensuring long-term organic performance with a comprehensive SEO strategy focused on preserving rankings, improving discoverability, and supporting content visibility
▷ Showcasing user-generated content to bring the Instant Pot community to the forefront
Kudos to Samantha Lynn for leading the charge with the BARREL and Instant Pot teams in bringing this to life.
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