As the number one selling appliance brand for years, Whirlpool Brand has owned the Microwave Hood Combo, but there was a catch. The MHC market was only for new construction or existing consumers. Anyone that didn’t already have the space available in their cabinetry was out of luck. As Whirlpool brand was poised to launch a product that would answer consumer needs, our team needed to deliver a very compelling story online.
For a complete visual experience, Whirlpool required a fully custom digital presence. However, most of the brands’ dotcom ran on a component-based system in the background. After persuading the brand manager, we were free to create a genuinely unique Product Experience Page.
Live SiteWith a product launch such as this, it was only appropriate to set the stage with a fully robust product experience using video. We also thought it was important to keep the product center of focus throughout. The extra effort in marrying these two worlds was a design challenge we were willing to take.
Use cases were especially crucial topics. Though consumers were excited about the small size, they were concerned that the microwave wouldn't be able to hold full-sized items. The team and I developed a series of popular scenarios depicting the cavities size with an assortment of items.
A series of product experience videos were created to help further drive the feature/benefit stories. I oversaw the storyboarding, production, and post-production of all these videos.
Smaller and compact usually comes at a sacrifice. This is not so with the Low Profile MHC. The team and I worked closely with Whirlpool’s product engineers to better understand the exact stories to tell and the innovation and technology behind them.
A custom-designed product detail page should be pixel perfect on every screen, and the team and I looked at every detail when designing for different sized screens.
