KitchenAid
E-commerce Redesign
As the Lead UX/UI Designer at Pattern, I redesigned the Australian online store for the iconic brand, KitchenAid. Collaborating with the KitchenAid team, my goal was to address identified pain points, improve metrics, and modernise the site's look and feel while adhering to e-commerce UX best practices.
Homepage. Beginning with the homepage, I designed multiple responsive modules with live text for SEO that the KitchenAid e-commerce team could drag and drop and re-order in Shopify to ensure a fresh look and feel for each week’s marketing initiatives.
As the Lead UX/UI Designer at Pattern, I redesigned the Australian online store for the iconic brand, KitchenAid. Collaborating with the KitchenAid team, my goal was to address identified pain points, improve metrics, and modernise the site's look and feel while adhering to e-commerce UX best practices.
Homepage. Beginning with the homepage, I designed multiple responsive modules with live text for SEO that the KitchenAid e-commerce team could drag and drop and re-order in Shopify to ensure a fresh look and feel for each week’s marketing initiatives.
Navigation. If customers can’t find it, they can’t buy it. I restructured and redesigned the header, footer and menus - gave search more prominence, incorporated iconography, created a cohesive icon suite and provided space for special promotions.
Product Listing Page (PLP). KitchenAid Australia has a relatively small product catalog that was selling out regularly, especially during COVID where high demand and lagging supply was at its peak. We wanted to give the customer category related content on each category listing page to inspire and engage the customer, especially if the product list was down to one or two available products.
Product Filtering. Horizontal filters worked well for KitchenAid's catalog, giving the user interface a clean and uncluttered aesthetic that fit with the brand's premium positioning. Most importantly they gave the products centre stage.
Product Details Page (PDP). The following video walkthroughs show the layout of the PDP on desktop and mobile. Instead of thumbnails and a product gallery that required clicking to navigate, I employed a sticky buy area that remained in the viewport while the customer evaluated the product by scrolling through the product imagery, description, specs and reviews. A light boxed product gallery with zoom was also incorporated to allow the customer to view KitchenAid's beautiful product imagery and videos in greater detail.
Add To Cart - Mini Cart. At the time of this redesign, the KitchenAid Australia team couldn't know for certain if sold out products would be restocked, so they couldn't offer preorder for these SKUs. The best we could do at the time was a lead capture with a message saying we would reach out if the desired product was restocked. For the purpose of this project, the cart and checkout were not part of the scope.
Blog. The final piece of the KitchenAid redesign project was the blog. We had several goals: incorporate product into "how to" guides, recipes, and other inspirational content in an organic way; make information easy to find and consume; pull together a vast and varied collection of great content in one space.
Homepage. Beginning with the homepage, I designed multiple responsive modules with live text for SEO that the KitchenAid e-commerce team could drag and drop and re-order in Shopify to ensure a fresh look and feel for each week’s marketing initiatives.
Navigation. If customers can’t find it, they can’t buy it. I restructured and redesigned the header, footer and menus - gave search more prominence, incorporated iconography, created a cohesive icon suite and provided space for special promotions.
Product Listing Page (PLP). KitchenAid Australia has a relatively small product catalog that was selling out regularly, especially during COVID where high demand and lagging supply was at its peak. We wanted to give the customer category related content on each category listing page to inspire and engage the customer, especially if the product list was down to one or two available products.
Product Filtering. Horizontal filters worked well for KitchenAid's catalog, giving the user interface a clean and uncluttered aesthetic that fit with the brand's premium positioning. Most importantly they gave the products centre stage.
Product Details Page (PDP). The following video walkthroughs show the layout of the PDP on desktop and mobile. Instead of thumbnails and a product gallery that required clicking to navigate, I employed a sticky buy area that remained in the viewport while the customer evaluated the product by scrolling through the product imagery, description, specs and reviews. A light boxed product gallery with zoom was also incorporated to allow the customer to view KitchenAid's beautiful product imagery and videos in greater detail.