Homewise Appliance Redesign
As the lead product UX and UI for Homewise Appliance, I led the complete rebranding and redesign of the marketing website to highlight valuable promotions and luxury offerings. This redesign presented an opportunity to refresh the company's brand and value proposition while generating increased web revenue.
Contents:
- Homepage
- Category Pages
- Luxury Landing Page
- Brand Pages
- Informational Landing Pages
Responsible for:
- Extending branding guidelines to apply to web interactions
- Presenting new design mockups with modified information architecture
- Designing interaction of added features
- Providing all permutations of products/content
- Mobile Design
- Creating phased implementation
- Prototyping specific flows for review
- Spec'ing mockups for development
- Ensuring design quality assurance was upheld
Process
I collaborated closely with Director of IT, CEO, and offshore design team to define feature requirements and deliverables. I worked to design a template that achieved visual and content goals. I then provided offshore team with direction and requirements to extend template for informational and brand pages.
Throughout the develpment process, I worked alongside the engineering team to refine interactions and ensure the highest level of design quality assurance. My collaboration with the development team helped bring the redesigned experience to a polished state, supporting a phased rollout to production.
Results
After 4 weeks of design and 8 weeks of development, the new Homewise Appliance marketing site with new branding was launched late Fall last year.
The result is modern marketing and eCommerce site that drives research, promotions, and customer conversion. With the new branding, the customer experience from a visual standpoint has been more consistent and clearer to the customer in the end-to-end experience, from discovery to checkout. So far, the new website design has driven 50% increased web revenue year-to-date.
