I was part of an ambitious project to completely redesign the website for Electrolux, a global-leading, innovative appliance company. The end design reflected the updated, modernized brand identity and was informed by user research to help shoppers find, locate, and purchase the right appliances for their home.

Agency
DDB Worldwide

Year
2016

Team
Youmna Aoukar, Sarah Ratinez

THE CHALLENGE

I was responsible for creating high-fidelity comps, UI style guides, and design specs for the website. I also collaborated closely with the UX lead to brainstorm alternative navigation and architecture to best meet user needs.

Based on user research, our high-level goals were to:

1. Help shoppers find the right appliance that best suits their needs by discovering the product’s price, dimensions, features, specifications.
2. Help shoppers with their selection process by giving them the opportunity to filter the products, compare different models, read expert and user reviews.
   
3. Accelerate the path to purchase and get shoppers to find the closest retailer to them.

THE SOLUTION

In order to help shoppers find the right appliance for their home, the redesign features lifestyle and cooking imagery to highlight not just the product features, but the end benefit of each product—a homemade pastry, a clean shirt, a fresh soup.

The navigation was designed to be dynamic with collapsible panels to allow the user to easily dive into all layers of product categories.

The redesign also helps users efficiently skim through the product pages to find the information they need. The most important information—name, price, and rating are easy to find at the top of the page. The sub navigation allows the user to quickly jump down the page to different sections, including Features, Specifications, Product Manuals, Reviews, Recommended, Use & Care Videos and Support.

The site was also redesigned to better drive shoppers to the purchase funnel. Featured products are displayed on the homepage and link the user directly to the product detail page. The shopping cart icon is a prominent feature in the sticky nav and the "where to buy" functionality is easily accessible through the blue buttons on the product list and product detail pages. Once the user reaches the "where to buy" page, they can easily identify retailers that sell a selected product and use geolocation to determine their current distance from those retailers.

THE RESULTS

Due to clearer, more prominent CTA's, better navigation, and a user-centered design, site engagement, "where to buy" page views, and conversion rates are significantly higher than in previous years. Furthermore, the site passed Google's mobile friendly test and Electrolux was able to increase their mobile user base.