Thermador Purchase Flow
2018-Current
Art Direction + UX & UI
Redefining a Luxury Appliance Program into an Intuitive, User-Driven Experience
Creative Designer
Redefining a Luxury Appliance Program into an Intuitive, User-Driven Experience
Thermador, a leader in luxury kitchen appliances, offers exceptional value through its Gift with Purchase program. However, the program’s complexity made it difficult for users to navigate and for dealers to communicate without extensive training. Thermador needed a way to simplify the user journey while enhancing the luxury brand experience. I developed a transformative solution that improved the program’s accessibility and clarity, allowing users to effortlessly build their dream kitchens.
Key Objectives:
01. Establish an engaging starting point that empowers users to explore and research their dream kitchen at their own pace.
02. Develop a tool that simplifies complex program details into a straightforward, step-by-step building process accessible to anyone.
03. Guide informed users to dealers and boost order conversions by streamlining the purchasing process.
The Challenge:
There was no blueprint for solving this problem in the luxury appliance space, as Thermador's program was unrivaled. The challenge was to gather comprehensive insights from a diverse user base with varying levels of digital literacy and identify the tool's key features that will empower customers and dealers alike.
01. Establish an engaging starting point that empowers users to explore and research their dream kitchen at their own pace.
02. Develop a tool that simplifies complex program details into a straightforward, step-by-step building process accessible to anyone.
03. Guide informed users to dealers and boost order conversions by streamlining the purchasing process.
By turning a previously confusing and manual process into an engaging digital platform, I enabled customers to easily craft personalized appliance packages while instantly recognizing their financial benefits. Through this tool, I redefined Thermador's interactions with its customers, establishing a new standard in the luxury appliance market.
I conducted in-depth user research and competitive analysis to shape the solution. This deep dive into customer pain points revealed that users valued simplicity, clarity, and control. To achieve this, I analyzed configurators and planners across various industries, focusing on how to balance complexity with ease of use. This insight enabled me to create a tool that is both intuitive and sophisticated, delivering a truly elevated experience.
Recognizing the scale of this project, I adopted a phased approach. The initial phase focused on essential features while laying the groundwork for future enhancements. This strategy not only expedited the launch but also ensured continuous improvement based on user feedback.
I transformed the complex Gift with Purchase program into an elevated digital experience that distinguished the brand in a competitive market. My strategic vision enhanced the customer journey, making Thermador the first luxury appliance brand to empower users with full control over their package-building process, paving the way for increased sales and brand loyalty.
This resulted in a 44% surge in sales leads within the first month post-launch, a 50% increase in package sales in the first year compared to the previous year, and an astounding 127% rise in year two.
To keep pushing the boundaries of user experience in luxury appliances, my approach includes:
01. Continual user testing to fine-tune features and identify opportunities for further improvement.
02. Ongoing iterations to ensure the tool evolves alongside customer needs and market trends.
03. Exploring new, innovative ways to personalize the experience, increasing engagement and driving further sales growth.
To keep pushing the boundaries of user experience in luxury appliances, my approach includes:
