The site was outdated both visually and structurally, with a strong desktop bias and limited flexibility in the underlying tech. At the same time, the new visual identity for Electrolux Home needed to be implemented in a way that felt fresh, modern, and consistent – without a full redesign or rebuild.

As the UX/UI designer on the team, I was responsible for identifying key improvement areas, designing high-impact updates, and gradually modernizing the site component by component. I worked closely with developers, stakeholders, and brand specialists to ensure a strong balance between brand expression and usability.

Low-Hanging Fruit First:

• Started with the highest-impact elements: navigation, product cards, menus, filters, and checkout.
• Designed mobile-first solutions within the limits of the existing tech infrastructure.
• Simplified communication and content layout to improve scanability and conversion.

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Thinking Ahead:

• Even when full implementation wasn’t possible, we prototyped and visualized future solutions.
• This future-focused approach helped Electrolux Home plan ahead and allocate resources for continued improvements.

• Tech limitations: Couldn’t rebuild flows from scratch – had to work smart within constraints.
• Consistency: Small, isolated updates made coherence difficult – solved by always keeping a holistic design vision.
• Mobile-first shift: Required major structural and visual rethink, especially for key flows like checkout and kitchen product pages.
• Complex offering: Helped break down large product catalogs into digestible, user-friendly formats.

The updated site felt significantly fresher and easier to use – especially on mobile. Users could navigate the catalog and checkout process with far less friction. The client’s decision to continue investing in further improvements reflected their growing trust in our work and the direction we set.

I learned how to think big and long-term even when only designing small pieces at a time. I practiced structuring complex content in a user-friendly way, especially in high-stakes areas like buying expensive kitchen products. Perhaps most importantly, I saw how a proactive and forward-looking design mindset can create lasting impact – even in constraint-heavy environments.