Frigidaire

Frigidaire, a subsidiary of Electrolux, is one of America’s most recognized and trusted appliance brands.

eCommerce UX

Redefining the appliance shopping experience

With such a wide range of products, the digital experience needed to simplify discovery and comparison. Users arrive with different goals, some looking for the perfect appliance and others seeking maintenance or support information.

Frigidaire needed a more intuitive way for consumers to shop across a wide range of appliances. The redesigned eCommerce platform simplified browsing and comparison with a clear taxonomy, product filters, and smarter navigation. Responsive layouts and lifestyle imagery brought clarity and warmth to the brand, turning a technical shopping task into an approachable digital experience. The website serves as a hub where users can explore product lines, access manuals, and find inspiration for their homes.

Senior Art Director UX Design,
DDB Worldwide

Frigidaire Mexico

Localized experience for a global appliance brand

Led design direction for Frigidaire Mexico’s localized web site, aligning global brand standards with regional insights. Developed a cohesive digital experience tailored to the Latin American market, focusing on visual consistency, usability, and brand relevance across product categories.

Senior Art Director UX Design,
DDB Worldwide

App Experience

Simplifying the shopping experience for mobile users

The Frigidaire app experience was designed to feel as effortless as the products themselves. Every interaction was reimagined for clarity and ease, helping customers explore, compare, and discover appliances in a way that felt natural and intuitive. The result was a mobile journey that turned complex decisions into a simple, confident shopping experience.

Senior Art Director UX Design,
DDB Worldwide

Product Checklist

Helping customers find the right appliance with confidence

Designed a “Right Choice Checklist” to guide customers through the appliance selection process. The piece simplified technical details into a clear, visual format that supported in-store decision-making, empowering shoppers to identify the best Frigidaire model for their needs.

Senior Art Director
DDB Worldwide

Communicating Performance & Design

Marketing

Developed print collateral to support Frigidaire product launches and retail marketing initiatives. Designed brochures, product sheets, and in-store materials that communicated key features, consumer insights, and brand messaging through clean, data-driven design.

Senior Art Director
DDB Worldwide