JennAir.
Luxury, navigated.
Focused UX work across the JennAir platform — restructuring how users navigate, configure, and discover luxury appliances, alongside building the brand’s first lifestyle-led editorial campaign experience.
Nav → PDP
Reduced from 2–3 clicks to one —
icon strip wayfinding restructure
Drop-off ↓
Live pricing + persistent drawer addressed primary configurator abandonment causes
1st
Lifestyle-led editorial page on site — set the template for all influencer campaigns
3
Major surface areas redesigned: navigation, configurator, campaign pages
A luxury brand with an
un-luxury experience.
JennAir’s products demanded restraint and editorial confidence. The site delivered neither. Product categories were buried inside promotional clutter, the navigation didn’t reflect how buyers of high-end appliances actually shop, and the configurator — a critical conversion tool — created friction instead of confidence. The work was about removing noise, clarifying structure, and building experiences that matched what the brand stood for — without sacrificing the conversion pathways the business depended on.
“Luxury demands restraint. The work was about removing noise, clarifying structure, and letting the product speak for itself.”
Navigation & Wayfinding
No clear product hierarchy. Promotional content competed with core navigation, forcing users to hunt for product categories.
Configurator Drop-off
The package builder and Curate tool created anxiety rather than confidence — unclear slot structure, buried pricing, no visible progress.
Brand storytelling gap
Designer collaboration campaigns had no dedicated editorial framework. Lifestyle photography wasn’t being used to its potential.
Restructuring the product hierarchy
The nav wasn’t organized around how people shop for luxury appliances — it was organized around how the business thought about its products. We restructured it around product type first, with clear wayfinding that let buyers orient themselves immediately.
Icon-based product navigation
The “Shop by Product” strip became the primary wayfinding system — a persistent row of product category icons that gave users immediate orientation without hunting through a dropdown. Each icon was designed in JennAir’s premium line-art style to feel native to the brand.
The Package Builder & Curate experience
The Curate promotion and Package Builder were core revenue tools — but the UX created friction at exactly the moment users needed confidence. We redesigned the slot-based configurator to make progress visible, pricing transparent, and the path to completion obvious.
The first lifestyle-led editorial experience
The Curate promotion and Package Builder were core revenue tools — but the UX created friction at exactly the moment users needed confidence. We redesigned the slot-based configurator to make progress visible, pricing transparent, and the path to completion obvious.
Decisions that shaped the work
01
Product categories above promotions
Luxury shoppers don’t respond to promotional clutter — it cheapens the brand. We moved product navigation to the persistent icon strip and pushed Curate/promotions to secondary visibility. Wayfinding clarity first, offer discovery second.
02
Consistent icon language across surfaces
The same icon set used in “Shop by Product” was carried into the Package Builder slot system. A user who learns the icons on the homepage arrives at the configurator already fluent — no relearning, less friction.
03
Show the running total, always
The old configurator hid the MSRP until “Package Details” — creating price anxiety at the worst possible moment. Moving the live total into the builder itself made pricing a confidence signal, not a reveal.
04
Lifestyle photography leads, product follows
The Kelly Wearstler collaboration pages were the first on the site to lead with designer lifestyle imagery rather than isolated product shots. This matched how luxury consumers actually relate to high-end appliances — through the spaces they enable, not technical specifications.
What it delivered
Improved product discoverability
Icon-based “Shop by Product” strip reduced the navigation steps to reach a product category from 2–3 clicks to a single tap — measurably faster paths to PDP.
Reduced configurator abandonment
Live pricing visibility and the persistent drawer pattern addressed the two primary sources of Package Builder drop-off — hidden cost anxiety and “where do I start” confusion.
New editorial template established
The Kelly Wearstler collaboration page was the first lifestyle-led editorial page on JennAir’s site — and became the template for all subsequent designer partnership campaigns.
