Hestan Smart Cooking
Full company management of Hestan Smart Cooking. Encompassing product management, industrial design, product design, product marketing and beyond. In the 3 years with Hestan we have radically transformed the company to deliver 4x increase in users, path to break even and most importantly, cutting-edge technology wrapped in an exceptional experience layer that allows our users to cook restaurant-quality meals every night of the week, no matter their experience level.
Brand Relaunch
The transformation of Hestan Smart Cooking started with how we talk about the business, starting with our D2C business we transformed our go-to-market strategy resulting in a 4x increase in online revenue with 2x growth in ROAS.
Less Infrastructure / More User Facing Features
A fundamental tenant of the transformation was to prioritize app design and engineering in favor of implementing only features that would have a clear benefit to the user. Through this, we increased our user base by 5x and reduced product-related issues from almost 10% down to sub 2%. App usage and engagement dramatically increased as a result.
Fulfilling The Vision
The vision of Hestan Smart Cooking has been one whereby we are able to connect all kitchen peripherals to allow anyone to achieve restaurant-quality results. One of those launches has been the Smart Sauce Pot. This was the most successful product launch on company record with over 45% existing customer attach rate.
New Product Development
Redesign of cooktop to deliver on a more updated and design forward proposition to match the software proposition.
Global Appliance Partnerships
We further built out a partnership strategy to allow our technology to be directly integrated into companies such as GE, Electrolux and BSH. Currently, we have achieved 5% induction cooktop penetration in the US and will achieve almost 70% penetration in Europe by 2023. The resultant is delivering an extremely strong user-facing product with great lifetime value.
2021 IF Award Winner
We recently partnered with the ASKO brand to create a next-generation user-centered cooktop platform. The design is the first of its kind to bring precision temperature control to every cooking zone. Coupled with our Hestan Cue IoT experience layer, the new cooktop delivers the most advanced cooking system in the market. It has since been recognized with a 2021 IF design award.