Frigidaire

Frigidaire, a subsidiary of Electrolux, is one of America’s most recognized and trusted appliance brands with a wide range of products, the digital experience needed to simplify discovery and comparison.

DDB Worldwide, Senior Art Director, UX Design

Redefining the appliance shopping experience

eCommerce UX

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.

Localized experience for a global appliance brand

Frigidaire Mexico

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.

Simplifying the shopping experience for mobile users

App Experience

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.

Helping customers
find the right appliance with confidence

Product Checklist

The “Right Choice Checklist” 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.

Communicating Performance & Design

Storytelling

Print collateral unified product storytelling across Frigidaire launches and retail initiatives. Brochures, product sheets, and in-store materials expressed performance, consumer insight, and brand clarity through clean, data-driven design.