About the Project

My Whirlpool team manages site operations for 4 brands -- Whirlpool, Maytag, KitchenAid, and Amana. Our sites operate on Adobe Experience Manager, so it's important that designs are feasible with the AEM components that are available to us and that we design commonly edited pages to be easily editable. I was tasked with redesigning the sales pages for Whirlpool, Maytag, and KitchenAid.

Team: Lead Designer (me)

Product Owner

Product Manager

UX Researchers

The Problem

The sales page would take a long time to update for each promotion. Designers would have to find all of the skus for each of the categories of deals, edit them to fit into Figma, and then upload all of them to AEM assets. Then authors would have to ensure that designers didn't mis-place any skus, and replace all of the previous promotion's skus.

Additionally, the "shop the latest deals" section was getting low engagement; the site was getting quite cluttered and poorly organized; and value props were blending into the page, so users weren't noticing them.

Below you can see the old sales page.

Hypothesis

We can help declutter the page by removing the skus from the "sales by category" section and replacing them with static icons. This will reduce workload for both designers and authors, and reduce the screen space that the section takes up.

Additionally, we can increase the amount of offers we present by creating a rotating masthead (limiting ourselves to 2 offers for usability-sake) and creating a grid-like section of offer cards. This is also where we will showcase the value props as well. This way users have all of the offers compiled into just a couple of screen areas instead of many scattered through the page, taking up full sections.

We want to be sure to put the categories up close to the top of the page, since previous research shows that making them less accessible lowered revenue; plus, we are considering putting the top sellers towards the top too, so that users are seeing real products.

Iteration 1

My product owner asked me to create a bold and fun design, and so I created one inspired by other ecommerce sites I looked at, such as Target, which can be seen below. However, after meeting with the Brand team, they pointed out that the design deviated from the rest of the website's, and so I worked closely with them to create a new design.

A/B Testing

With the final designs approved, we began working with the UX Research team to launch and A/B test to compare the old design to the new one. Metrics included revenue, sales amounts, and engagement/click-through rates.

Results

The design performed well in A/B testing. In ~15 days, the design had netted ~$26,000 in revenue over the control. Updating the sales pages also became much faster, with a previous 3-4 day process now taking only 1-2 days. With these positive results, we designed and launched Whirlpool's other brands. Final versions are shown below.