While working with our partners at Frigidaire, we observed that most shoppers began their journey at a retailer’s website, where they can easily compare features, prices, and brands. After narrowing down their options, shoppers explore brand websites in hope of finding more content about an appliance and the brand itself. We noticed that most shoppers abandoned Frigidaire.com after finding that the experience was the same or worse than the retailer websites.
Our XD team recognized the opportunity to provide more engaging and relevant content along with a new design that elevates content that’s most useful to appliance shoppers.
In a two-day workshop, we collaborated with our partners at Frigidaire to define how the new product experience should serve shoppers.
We gathered insights from appliance category experts, conducted in-store research, and then created wireframes for testing.