Electrolux SEA Website Redesign

Electrolux SEA Website Redesign

Electrolux is a global leading appliances company, offering products including refrigerators, dishwashers, washing machines, cookers, vacuum cleaners, air conditioners and small domestic appliances. In 2017, Electrolux’s regional team of South East Asia (SEA) initiated a project to revamp their product website in order to match customers’ needs better.

The DigitasLBi Hong Kong team worked on the end-to-end design and development process to revamp the website.

I was one of the main UX designers working on the wireframes of the website. Due to the limited timeline and resources, I also helped in visual design for some pages.

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Competitor Analysis & Data Analysis

As a starting point, we studied the website of competitors and the Electrolux website of other leading markets.

The analysis focused 5 aspects: usability, discoverability, engagement, conversion, and branding.

We also looked at the statistics of the websites to find potential gaps in the user journey. Key findings such as: Product Model search is the most common search pattern –  implies opportunity to improve search experience by providing quick ways to different content that users might need, such as user manuals, or warranty information

Content Strategy

Our strategy team established the foundation of the website redesign with a brand proposition and content value proposition.

Content Value Proposition:

Reflect and inspire new ways for the consumer to expand and improve what they can do in their lives at home.

The role of content in the new strategy is to attract, engage and convert potential customers at corresponding steps of the user journey.

Experience Design

One of the key challenges of this project is to make it easy for consumers to understand the features of the appliances and be able to tell the key differences between different models.

In order to achieve this goal, the following solutions were designed in the website:

1. Simplified language across the site

To make the features and technologies easier to grasp for end consumers, we studied all the features of the products and grouped them into meaningful benefits and named with easy-to-understand terms. For example, “Deep Clean” instead of “UltraMix”, “Quiet Wash” instead of “Eco Inverter”.

The groupings resulted in meaningful benefits that are used across the site.

2. Guided questions to help customers to find products that suit their needs the best

A strategist, a copywriter and I brainstormed together to come out with the questions and answers that can be used to find a suitable product for customers.

In order to quickly validate the feasibility of the needs matcher, we tested the mapping of features, questions, and answers using an Excel formula.

The final design of needs matcher:


High fidelity, interactive prototypes of the responsive website were created using Axure. Following the content strategy, the pages are designed to attract, engage and convert customer with different content. 

A key improvement from the old site is that instead of keeping all lifestyle content in a central hub, we used lifestyle content contextually with related products to bring the product features to life.

Visual Design

Due to a tight timeline and limited resources, I also helped our design team to work on the visual design of some pages.