Whirlpool

The project

Until recently, each of Whirlpool's 100+ online stores operated in a largely autonomous manner.

With the recent shifts in the company's leadership, it has become increasingly evident that there is a need to unify these stores and make them more user-friendly, scalable, and user-centric.

The Multicountry project is an ongoing initiative aimed at integrating Whirlpool's VTEX e-commerce platforms and standardizing the visual identity of these stores, which previously varied significantly.

Our initial launch took place in India, serving as a guiding light for us as we embarked on the journey to create a Design System that could serve as the bedrock for standardizing the interfaces of our stores.

We began with a Lean Inception to align everyone in the same direction. After that, we delved deep into refining the project's architecture, encompassing both design and development aspects.

Countless Upstream sessions of discoveries, UX/UI, and technical refinements paved the way for the subsequent development and QA.

After an unwavering dedication spanning 7 months, and with the active involvement of over 40 individuals, we achieved the successful launch of the MVP for the Puerto Rico store, swiftly followed by Mexico.

Research & Analysis

We conducted extensive research with the assistance of the Userfeel.com tool to gain deeper insights into the unique characteristics of each regional audience. This involved identifying the most sought-after products and pinpointing the key challenges users faced when making purchases or seeking information, all aligned with our business objectives.

We also performed a geographical analysis of the primary Whirlpool online stores to discern their strengths and weaknesses.

Furthermore, we engaged in benchmarking exercises to assess the performance of Whirlpool's primary competitors in each region.

Goal setting

Drawing from our research and benchmarking findings, we established precise objectives for the redesign.

Personas & Wireframes

User personas presented a significant challenge, as it became apparent that Whirlpool customers adopted diverse purchasing behaviors and engaged with the website in distinctive ways.

We leveraged the foundation laid by Whirlpool India as a reference point. This approach helped us visualize the layout, identify opportunities, and propose enhancements before committing to the visual design.

Visual Design

Building upon the wireframes, I embarked on developing the visual aspects of the store. We standardized colors, typography, images, and design elements to harmonize with Whirlpool's identity and values.

Following approval of the wireframes, I created over 150 high-fidelity interactive prototypes that authentically simulated the end-user experience. None of this would have been achievable without the unwavering support of my colleagues, the trust bestowed upon us by Whirlpool, and the remarkable community at Baymard.

Whirlpool

Results

As a result, this has opened up opportunities for additional projects within Whirlpool. To date, we have successfully delivered numerous stores for Whirlpool in both LATAM and EMEA, in addition to working with two of their primary sub-brands: Hotpoint and Bauknecht.

The Whirlpool Multicountry project has had a significant impact on Whirlpool's performance. The newly revamped pages have had a positive influence, leading to an increase in active users and a longer average time spent on the website. Furthermore, the user retention rate has seen a considerable boost, thanks to the collective efforts of all involved in enhancing the user experience to make it scalable for more countries.

Whirlpool stores I had the opportunity to work with

Whirlpool India - D2C Project

Whirlpool LATAM (Mexico, Puerto Rico, Guatemala, +30 countries+

Whirlpool EMEA (Poland, France, Italy, and UK)

Brastemp, Consul, KitchenAid - D2C Projects

Bauknecht Germany

Hotpoint (Italy and UK)