Kitchen Appliances to Bring Culinary Inspiration to Life


Craft the perfect meal at home with KitchenAid appliances designed to fuel your passion and make cooking and entertaining easier. From kitchen suites to countertop appliances, we’re there throughout the entire cooking process to help you experiment and create with top-of-the-line design.

Let me talk about this jobs...

I together with the team, started work on this great job trying to figure out more about the Kitchenaid´s users. Who they are, What they are doing, What their pain points and what they would like to see in the new website. We spent 3 months to build the Customer Service. We worked with Lean UX with sprints sessions. All the process the Client, Users, Developers were got involved and helped us to Design a better product.

The Team

I worked as a UX Designer with these amazing guys:

UX Designer - Allan Cardozo

UX Designer - Beatriz Sanabio

Copywriter - Carolina Freitas

Visual Designer - Daniele Perlman

Project Manager - Felipe Moura

SEO/CRO - Guilherme Cavassani

UX/UI Designer - Heber Alvares

Copywriter - Joara Leal

Copywriter- Juliana Tavares

Copywriter - Paula Pino


Jussi / Ogilvy - 2016-2017

The Process

01. Interviewing key stakeholders

02. Reviewing all existing documents from client

03. Indentifying the Users

04. Personas

05. Analyse Dates from Google Analytics, Inspectlet, Eyetracking

06. Identifying core use cases

07. Affinity Mapping

08. Card sorting, site map

09. Prototype, Test

10. Site Flow

11. Wireframe

01. Interviewing key stakeholders

In order to understand the business goal and create emphatize with our client, we talked with the KitchenAid's employers of the Product, Marketing, Sales, Call center, Customer Service. We asked to them questions about their expectations, what they doing everyday. Explain what the purpose the new project that start work.

02. Reviewing all existing documents from client

We requested all documents from client, Surveys, Excel documents, Data base, Researchs, Forms, Power point presentation,etc. This was important to measure what we need to create, modify and Plan to the process.

03. Indentifying the Users

Using Qualitative Research and data base, we talked with some KitchenAid's Users through telephone, Video conference and face to face conversation. Form with opned questions also was used to help us understand their behavior. Our goal with this step was figure out how they are using the products, How they used solve some problem with support of the KitchenAid. We tried to be more informal and let a good conversation.

04. Personas

While the reasearch is running we started to create the protopersona. It helped us a lot to create the Personas. We created 3 personas with indivual pain points, goals and interest.

05. Analyse Dates from Google Analytics, Inspectlet.

With help of the SEO Team we got analyse tha dates and had outputs to drive our decisions. We saw click heatmap, Scroll heatmap and eyetracking.

06. Identifying core use cases

We start to indentify how users are perform tasks on the old website. The steps the user takes to accomplish a particular task like "Make a download of the manual pdf or tried to solve some doubts on FAQ page". What the user want to do. Example: "Andrea is chef, she used to cooking to almost everyday in her restaurant. She has 2 mixers and sometimes one of these stop to work. So she need to solve this problem fast..."

08. Affinity Mapping, User Journey

We tried to figure out how each persona was working.....

09. Card sorting, site map

Card sorting helped us design evaluate the information architecture of the KitchenAid’s website. In our sessions, target users, our team organized topics into categories that make sense to them and they may also help us label the user groups. To conduct a card sort, we used pieces of paper. We used open card sort to learn how users group content and the terms or labels they give each category. So we create the better sitemap.

10. Sketching, Prototype, Test

Once we validated navigation principles with teams and managers and we were satisfied with the workflows, We started to work on the user interface itself. Sketch and then refine it to communicate with teams and provide a common understanding.

11. Site flow

Before we start wireframing, it was important to know what pages will go on the site. After that, we knew which pages should link to each other. This allowed us to design call-to-actions that lead users through the right page flow.

12. Wireframe

After sketch paper session, we decide to create a high fidelity wireframe.

13. Usability Testing

We did an usability test with the goal of uncovering pain points in KitchenAid's e-commerce and Customer service process. We did the test using 13 people. We wanted to answer two questions: Can users easily find their products and active Customer service? / Can users identify when their products will be delivery? We included some tasks like: Task 1 - You bought a stand mixer and want to know when your product will be delivery in your home. Task 2 - Your coffee maker stopped work, you need to find some assistance close to your home.


Among a lot of tools existing, we decided to use Axure for Wireframe and prototypes. Team viewer, skype and lookback for usability test. 

Take a Look

After the whole process we learned a lot with the users, stakeholders and team. We had a better result with the new website. The sales have been improving, the user's rate became better. But we know that this product need to improve more and more. So we need to iterate, test, iterate...