KitchenAid Brand Page

July 15, 2020

KitchenAid Brand Page

The Problem:

When approached with redesigning the current KitchenAid experience on bestbuy.ca, our team took the opportunity to reorganize the content in a way that makes sense to the user. The previous execution consisted of a “site within a site” model with a landing page and multiple child pages for each product category.

A deep dive into the data revealed that users weren’t engaging with the brand store child pages, so we decided to consolidate the experience into one brand page with internal navigation. KitchenAid also wanted a way for customers to shop by colour collection, a signature feature of their products.

The Solution:

First off, we took markers to the whiteboard and hashed out the page layout together. We then used Sketch to create a wireframe proposal for the client and after several revisions, we found a solution that worked together.

The new brand page is broken down into 4 sections: Small Appliances, Major Appliances, Colour Collections and a “brand story”. The navigation tiles take users to custom search collections that include more information and product listings. The Stand Mixers page utilizes the comparison table code that was previously successful for the Instant Pot experience to help users choose the right model for them. We also used the hero banner to promote their 100 year anniversary messaging.

The Result:

Since the redesigned launch, data confirms that there is more evenly distributed engagement on all categories. Users engage most with the stand mixers call to action buttons, which makes sense, because it is still their signature product. The percentage to the product pages increased overall and there was a slight lift in conversion for their lesser known products lines. KitchenAid was very happy with the result and they were a delight to work with.

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