Kenmore, an 83-year-old, iconic American brand, revamped their entire appliance line as strategy to contemporize their brand and focus on a younger female consumer. The new brand was not your grandmother's Kenmore any longer.
After stakeholder interviews and reviewing market research provided by Sears, three core tenants became apparently clear. The new website needed to Inform, Educate and Empower consumers to support an educated purchasing decision. To achieve this, I focused on 4 main experiences:
- Best in Class Comparison Shopping tool
- Integrated Content Experience
- Leveraging Kenmore Community
- Guided shopping experience - "Help Me Choose"
UX: Mariano Ferrario
VD: Justin Metros
Information Architecture & Site Map
Interaction Design & Wireframes
Functional Specifications Document