kitchenaid

commercial-inspired range

Global Customer Journey

D2C platform design system

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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

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PROCESS

Enhancing Ability to Tell Digital Stories

balance color, aspiration and emotion with future strategic needs and priorities

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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. 

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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.

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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.

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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.

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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.

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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.

"with over 

 in May 2020 alone."

IMPACT

3rd in Prophet’s
Brand Relevance Index 2021

“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?

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MORE FEATURED WORK
Product Storytelling
landing page experience
Branded E-Commerce
shopper experience
KITCHENAID WORK

product storytelling / landing page experience

d2c shopper experience / branded e-commerce 

d2c customer journey / global platform design system

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© Nicole Engle 2022 Product Design / Website built with Semplice