CLIENT

Amana (Whirlpool Corporation)

PROJECT

E-commerce Website Redesign

MY ROLE

Associate Creative Director

YEAR

2020

Amana needed more than a visual refresh. The existing experience had to become easier to navigate, faster to build, and consistent across product categories. I led creative direction and UX for a ground-up redesign that translated the brand’s practical, dependable personality into a flexible digital system.

We first built it in React, then migrated it onto the AEM component library shared with Maytag. The result was a responsive experience built from reusable layouts, cards, navigation patterns, and product modules, giving customers a clearer path from discovery to purchase and giving the team a system that could scale.

Watch a 60-second walkthrough of the redesigned experience, showing how a clearer hierarchy, reusable patterns, and faster interactions brought consistency to a hard-working brand.

System Foundation

A reusable page framework established consistent hierarchy, spacing, and conversion patterns across the entire site.

Modular Content

Reusable cards supported product education, editorial storytelling, and discovery without requiring one-off layouts.

Category Discovery

Flexible category templates helped customers move from broad appliance needs to relevant product families with less friction.

Responsive by Design

Shared grids and spacing rules adapted from desktop to mobile while preserving hierarchy, rhythm, and readability.

Product Confidence

Product pages balanced specifications, reviews, and clear calls to action so customers could compare options and decide with confidence.

Mobile & Accessibility

Navigation prioritized thumb reach, readable labels, predictable movement, and accessible interaction patterns from the start.

Delivery & Outcome

From landing pages through product discovery and checkout, the final system created a consistent customer experience and a repeatable foundation for future releases.