kitchenaid

commercial-inspired range

Product Storytelling

Landing page experience for
KitchenAid.com.

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OBJECTIVE

A vibrant brand reveal for KitchenAid's commercial inspired range.

Role | Lead digital designer

Conceptualized, pitched, and executed design solutions from launch to live.

Fully integrated collaboration with client, copywriters, strategists, developers, cross-agency producers, and product engineers to create impactful user-focused solutions. Managed brand priorities while being mindful of budget, timeline, and restrictions. Created accessible, mobile-first AEM solutions, from immersion to implementation.

Pushing brand conversation with emotionally-driven story architecture and evergreen components.

Agency | Aisle Rocket (Chicago, IL)

2019

Design

Nicole Engle
Chelsey Dever

Copy

Aaron Adams

Development

Adam Klemm
Chet Farley

Strategy

Joe Brodicki  

Account

Jenna Halgen
Tess Babbit
Sarah Senour

View the live experience

scroll to explore case study

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PROCESS

Balancing
color story and functionality.

Amplify the brand essence beyond countertop appliances.

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strategic information architecture

Reimagined user-centric concepts balance an extensive color story while understanding user’s unspoken needs beyond appearance: culinary exploration that aligns with their lifestyle.

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Versatile components built with high-impact visuals and thoughtful interactions, align with dev budget and strategic goals. A driven foundation of feeling and function that can be repurposed and easily revamped for product launches at a later date.

INK-BLUE
MISTY-BLUE
AVOCADO-CREME
MILKSHAKE
STAINLESS-STEEL
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SCORCHED-ORANGE-FINAL
PASSION-RED
YELLOW-PEPPER

bold brand moments

The user is immediately immersed by irresistible interaction with color – like being a kid in a candy shop. A sense of joy and curiosity, hooked into a world where the kitchen can be an opportunity for sensory exploration and excitement.

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Strategic eye catching vignettes articulate original inspiration behind each color, associating bold hues with impactful flavors and memories.

Paired with approachable images of the product in use – empathetic towards the user’s hue hesitation. An invitation to imagine possibilities without an entire kitchen redesign – inspiring the user to experiment with finding their own stylistic voice.

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digestible product details

The colorful stand míxer’s trustworthy design, unmodified since 1900. User loyalty was built on much more than an expressive exterior. A user-focused solution amplifies the iconic brand mindset beyond small appliances, articulating product features in a digestible mobile first solution.

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As if examining the range from top to bottom, the elevated customer experience guides you visually through each section of the product – look and feel, burners and oven features. The isolated image thoughtfully paired with overlapping cards of information present possibilities through a linear scroll sequence of  paired with feature action shots.

RESULTS  |  POST LAUNCH METRICS

Establishing the brand
as the authority on color.

56%
KPI Interation

Traffic engaged below the scroll

*Post-launch insights presentation, Aisle Rocket.

“Doing some heavy lifting for KitchenAid as the Authority on color- based on the

user color swatch interaction”

64%
PDP click thru

For SDA shopper audience

*Comparing MDA and SDA (Major/Small Domestic Appliances) shopper audiences. Post-launch insights, Aisle Rocket.

5.91

Avg. PDP View per Visit

+15%

ATC Rate

0.94%

Conversion Rate

IMPACT

3rd in Prophet’s Brand Relevance Index

“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.”

MORE FEATURED WORK
Branded E-Commerce
shopper experience
Global CMS Solutions
D2C platform design system

© Nicole Engle 2024 Product Design / Website built with Semplice