kitchenaid
commercial-inspired range
Global Customer Journey
D2C platform design system
OBJECTIVE
KitchenAid.com
Global Design System
component-based adobe experience manager site redesign
ROLE
lead digital designer
In spring of 2018 I had the opportunity to flourish as the Lead Designer of KitchenAid.com’s digital redesign, collaborating with our compact team of strategy, copy, and development specialists from conception to execution. We created an Adobe Experience Manager friendly, component-based design system that’s on-brand for KitchenAid’s iconic presence.
The highly anticipated transition of the brand into a digital experience should feel premium and relevant – but also respectful of the historic emotional attachment associated with the legendary brand. We created approachable digital brand guidelines via components that were:
- a visual balance of color, aspiration, and emotion.
- considerate of the brand’s future strategic needs and priorities.
- empathetic, open-minded and ever advancing interpretation of client’s feedback.
Evolving and elevating the digital presence with a sensitivity that continues the story – thoughtfully oozing KitchenAid’s true identity on all devices.
Every piece of the design system was crafted to pass the storytelling torch. We equipped members throughout the corporation with non-constricting, cohesive templates to tell future brand stories: brand spotlights, product introductions, promotions/sales, and more
AGENCY
aisle rocket
chicago, IL
2019
TEAM
design
Nicole Engle
Chelsey Dever
Bob Sprecher
copy
Jessica Farac
Aaron Adams
development
Chet Farley
strategy
Joe Brodicki
account
Sarah Senour
view the live experiences for kitchenaid brand,
major appliances and countertop appliances.
scroll to explore case study
PROCESS
Enhancing Ability to Tell Digital Stories
balance color, aspiration and emotion with future strategic needs and priorities
designed with everyone in mind
Embracing Adobe Experience Manager with big picture understanding of the site’s story architecture, we created a design system that was considerate, motivated and empathetic of a brand’s future strategic needs and priorities.
Adaptable and cohesive storytelling across all high traffic points of site entry, unique to the brand: Brand homepage, Major Appliance sub-homepage and Countertop Appliance sub-homepage. We targeted team effort- with an appreciation for how the user relates to the product, mindful of the intention of all the hands that brought the product/brand to life along the way.
elevated with intention
With all aspects of a brand's dream-state in mind, we found balance through intuitive visual guidelines. Translating the brand’s digital presence with an open-minded and ever-evolving interpretation of client’s feedback; anticipating strategic brand and ecommerce goals.
Each component designed with intention to grow and enhance Kitchenaid’s ability to tell rich digital stories, annotated in guidelines used within the digital universe of the Kitchenaid brand. Approachable concepts like the Rule of Thirds act as a starting point for site messaging, intended to keep all tentacles of the brand visually rooted with the same goal in mind.
meaningful interaction
Playfully embracing the brand’s priorities with strategically placed interactions- increasing product knowledge at a glance.We planned resources and team effort around high impact points in the user journey; with KPI-adaptable, interactive storytelling elements.
Beautifully responsive components encourage interaction, as the viewer visually absorbs product features. Built with deep product understanding, features are highlighted with intention to resonate with brand loyalists and first time site-visitors.
RESULTS
Post Launch Metrics
international digital brand guidelines
DESIGN SYSTEM
+63%
user traffic increase
evergreen components adapted to the rapidly changing industry landscape.
“Best in 'lives up to its promises'- climbing to no. 3 from no. 6 overall."
"Many people think of it in terms of its iconic stand míxer, helping Americans bake their favorite recipes. But this pragmatic powerhouse turned customers into budding domestic gods and goddesses who appreciate all its offerings, from coffee roasters to major appliances.”
what makes a brand relevant?
“Our research finds that this exceptional achievement–a constant balance between evolution and authenticity–is no accident. Four undeniable forces drive these brands: they are customer obsessed, ruthlessly pragmatic, distinctively inspired and pervasively innovative.”
COLLABORATION
Ready to Make
Some Magic?
MORE FEATURED WORK
LET'S CONNECT
KITCHENAID WORK
product storytelling / landing page experience
d2c shopper experience / branded e-commerce
d2c customer journey / global platform design system
© Nicole Engle 2022 Product Design / Website built with Semplice