Client
Electrolux
contribution
UX/UI Design & Design System
Team
Cross-functional with Electrolux team
Electrolux is a global leader in home appliances with a strong focus on design, innovation, and sustainability. This global design initiative was a multi-track initiative to modernize their digital experience.
Global initiatives
Design & innovation
Electrolux is one of the world’s most recognized home appliance brands, was undergoing a large-scale digital transformation.
I joined the team supporting this shift across a wide range of digital touchpoints, from post-purchase experiences to global e-commerce and design systems.
Across all tracks, my focus was on creating alignment between global business goals, evolving brand identity, and real user needs.
Shaping a global design system
I contributed to the evolution of SHAPE, a scalable design system built to unify the experience across markets, brands, and platforms. My role focused on creating clarity in components, aligning visual expression, and making the system intuitive for teams to adopt at scale.
Reimagining ownership with digital guides
As part of Electrolux for Owners, I worked on transforming static product manuals into contextual, interactive guides that support people after purchase. These guides are smart, visual, and tailored to the exact product model helping users get more value out of what they own.
Designing faster, simpler shopping journeys
I helped redesign the D2C e-commerce platform, streamlining product discovery and shopping flows across regions. My focus was on balancing the new brand expression with conversion, making the experience faster, more intuitive, and locally adaptable.
Electrolux for Owners
Problem & Goals
Electrolux for Owners was designed to replace traditional manuals with a smart, contextual post-purchase experience. By placing QR codes on appliances sold worldwide, users could scan and instantly access product-specific digital guides, tailored content, and self-service support.
Our challenge was to rethink product ownership for a global, digital-first audience. I worked on crafting an experience that made the transition from unboxing to confident usage feel seamless, useful, and intuitive.
What users needed
– A simple way to get started with their appliance.
– Quick access to how-to guides, videos, and troubleshooting.
– Personalized product information (warranties, accessories, etc.)
– Streamlined support for booking service or checking warranty status.
What Electrolux needed
– A scalable solution to reduce support volume.
– Better insight into ownership behaviors.
– A value-added service to drive loyalty and lifetime value.
Definition
Key insights
QR entry point was clear, but the destination wasn’t
Many users scanned the appliance QR code, but landed on generic support pages or PDF manuals. The experience lacked personalization, relevance, and guidance.
Product onboarding was fragmented
Users didn’t know how to activate key features like AutoDose or app connectivity. The unboxing and onboarding process was missing structure, and relied heavily on printed materials that were often lost or discarded.
“I just want to get started”
Across interviews, users expressed a desire for immediate, clear next steps. They wanted fast answers, not a full manual, especially for common tasks like installing detergent, adjusting temperature, or registering a warranty.
Global diversity demanded flexibility
Different markets had different content needs, levels of product tech, and language requirements. A one-size-fits-all solution would not scale. We needed a modular system that could localize without losing consistency.
Electrolux for Owners brings systemized UI to life through modular, reusable components designed for clarity and scalability. Built on the SHAPE Design System, each section follows consistent patterns, allowing teams to adapt layouts across markets and appliances with ease.
SHAPE Design System
A scalable foundation for brand and product consistency
SHAPE is Electrolux Group’s global design system, created to support the company’s direct-to-consumer shift. With hundreds of digital products and thousands of appliances in the ecosystem, the challenge was to bring visual and functional consistency at scale while enabling faster, more efficient product development.
As part of the global steering team, I helped lead the evolution of the system’s structure, design language, tools, and governance working closely with Electrolux to align teams across regions and disciplines.
Design direction
– Defined the visual and interaction themes for each brand, ensuring alignment with brand identity and product positioning.
– Developed the design token strategy to express themes consistently across platforms and touchpoints.
Scalable design output
– Designed and documented a robust library of reusable UI components.
– Built flexible systems that could support diverse use cases across brands, markets, and teams.
Governance & ways of working
– Co-created governance structures to maintain quality and consistency as the system scaled.
– Established onboarding tools and workflows to drive adoption across product, design, and development teams.
Created to support the company’s strategic shift toward direct-to-consumer (D2C) engagement the system expanded across its three core brands: Electrolux, AEG, and Zanussi. Moving closer to end users meant rethinking how the brand shows up in digital and required a unified design foundation that could flex across different markets, product lines, and customer expectations.
The system needed to balance consistency with adaptability: respecting each brand’s unique identity while enabling teams to build cohesive, high-quality experiences at speed. SHAPE was the backbone that made that possible.
The Solution
A unified, user-centered ecosystem
Our partnership laid the foundation for consistent, scalable, and human-centered digital experiences across the entire Electrolux ecosystem.
By aligning brand, product, and design under a shared system, we helped Electrolux move from fragmented touchpoints to a cohesive, global experience with the consumer at the center.
– SHAPE Design System is now the single source of truth across all platforms and digital products.
– Electrolux for Owners is rolling out globally, increasing post-purchase engagement while reducing support volume.
– Faster product cycles through streamlined collaboration between design and development.
– Empowered internal teams with the tools, documentation, and governance to scale quality across markets.
This work helped set the stage for long-term transformation anchored in clarity, consistency, and a more connected brand experience.
Client
Electrolux
contribution
UX/UI Design & Design System
Team
Cross-functional with Electrolux team
Electrolux is a global leader in home appliances with a strong focus on design, innovation, and sustainability. This global design initiative was a multi-track initiative to modernize their digital experience.
Global initiatives
Design & innovation
Electrolux is one of the world’s most recognized home appliance brands, was undergoing a large-scale digital transformation.
I joined the team supporting this shift across a wide range of digital touchpoints, from post-purchase experiences to global e-commerce and design systems.
Across all tracks, my focus was on creating alignment between global business goals, evolving brand identity, and real user needs.
Shaping a global design system
I contributed to the evolution of SHAPE, a scalable design system built to unify the experience across markets, brands, and platforms. My role focused on creating clarity in components, aligning visual expression, and making the system intuitive for teams to adopt at scale.
Reimagining ownership with digital guides
As part of Electrolux for Owners, I worked on transforming static product manuals into contextual, interactive guides that support people after purchase. These guides are smart, visual, and tailored to the exact product model helping users get more value out of what they own.
Designing faster, simpler shopping journeys
I helped redesign the D2C e-commerce platform, streamlining product discovery and shopping flows across regions. My focus was on balancing the new brand expression with conversion, making the experience faster, more intuitive, and locally adaptable.
Electrolux for Owners
Problem & Goals
Electrolux for Owners was designed to replace traditional manuals with a smart, contextual post-purchase experience. By placing QR codes on appliances sold worldwide, users could scan and instantly access product-specific digital guides, tailored content, and self-service support.
Our challenge was to rethink product ownership for a global, digital-first audience. I worked on crafting an experience that made the transition from unboxing to confident usage feel seamless, useful, and intuitive.
What users needed
– A simple way to get started with their appliance.
– Quick access to how-to guides, videos, and troubleshooting.
– Personalized product information (warranties, accessories, etc.)
– Streamlined support for booking service or checking warranty status.
What Electrolux needed
– A scalable solution to reduce support volume.
– Better insight into ownership behaviors.
– A value-added service to drive loyalty and lifetime value.
Definition
Key insights
QR entry point was clear, but the destination wasn’t
Many users scanned the appliance QR code, but landed on generic support pages or PDF manuals. The experience lacked personalization, relevance, and guidance.
Product onboarding was fragmented
Users didn’t know how to activate key features like AutoDose or app connectivity. The unboxing and onboarding process was missing structure, and relied heavily on printed materials that were often lost or discarded.
“I just want to get started”
Across interviews, users expressed a desire for immediate, clear next steps. They wanted fast answers, not a full manual, especially for common tasks like installing detergent, adjusting temperature, or registering a warranty.
Global diversity demanded flexibility
Different markets had different content needs, levels of product tech, and language requirements. A one-size-fits-all solution would not scale. We needed a modular system that could localize without losing consistency.
Electrolux for Owners brings systemized UI to life through modular, reusable components designed for clarity and scalability. Built on the SHAPE Design System, each section follows consistent patterns, allowing teams to adapt layouts across markets and appliances with ease.
SHAPE Design System
A scalable foundation for brand and product consistency
SHAPE is Electrolux Group’s global design system, created to support the company’s direct-to-consumer shift. With hundreds of digital products and thousands of appliances in the ecosystem, the challenge was to bring visual and functional consistency at scale while enabling faster, more efficient product development.
As part of the global steering team, I helped lead the evolution of the system’s structure, design language, tools, and governance working closely with Electrolux to align teams across regions and disciplines.
Design direction
– Defined the visual and interaction themes for each brand, ensuring alignment with brand identity and product positioning.
– Developed the design token strategy to express themes consistently across platforms and touchpoints.
Scalable design output
– Designed and documented a robust library of reusable UI components.
– Built flexible systems that could support diverse use cases across brands, markets, and teams.
Governance & ways of working
– Co-created governance structures to maintain quality and consistency as the system scaled.
– Established onboarding tools and workflows to drive adoption across product, design, and development teams.
Created to support the company’s strategic shift toward direct-to-consumer (D2C) engagement the system expanded across its three core brands: Electrolux, AEG, and Zanussi. Moving closer to end users meant rethinking how the brand shows up in digital and required a unified design foundation that could flex across different markets, product lines, and customer expectations.
The system needed to balance consistency with adaptability: respecting each brand’s unique identity while enabling teams to build cohesive, high-quality experiences at speed. SHAPE was the backbone that made that possible.
The Solution
A unified, user-centered ecosystem
Our partnership laid the foundation for consistent, scalable, and human-centered digital experiences across the entire Electrolux ecosystem.
By aligning brand, product, and design under a shared system, we helped Electrolux move from fragmented touchpoints to a cohesive, global experience with the consumer at the center.
– SHAPE Design System is now the single source of truth across all platforms and digital products.
– Electrolux for Owners is rolling out globally, increasing post-purchase engagement while reducing support volume.
– Faster product cycles through streamlined collaboration between design and development.
– Empowered internal teams with the tools, documentation, and governance to scale quality across markets.
This work helped set the stage for long-term transformation anchored in clarity, consistency, and a more connected brand experience.
Client
Electrolux
contribution
UX/UI Design & Design System
Team
Cross-functional with Electrolux team
Electrolux is a global leader in home appliances with a strong focus on design, innovation, and sustainability. This global design initiative was a multi-track initiative to modernize their digital experience.
Global initiatives
Design & innovation
Electrolux is one of the world’s most recognized home appliance brands, was undergoing a large-scale digital transformation.
I joined the team supporting this shift across a wide range of digital touchpoints, from post-purchase experiences to global e-commerce and design systems.
Across all tracks, my focus was on creating alignment between global business goals, evolving brand identity, and real user needs.
Shaping a global design system
I contributed to the evolution of SHAPE, a scalable design system built to unify the experience across markets, brands, and platforms. My role focused on creating clarity in components, aligning visual expression, and making the system intuitive for teams to adopt at scale.
Reimagining ownership with digital guides
As part of Electrolux for Owners, I worked on transforming static product manuals into contextual, interactive guides that support people after purchase. These guides are smart, visual, and tailored to the exact product model helping users get more value out of what they own.
Designing faster, simpler shopping journeys
I helped redesign the D2C e-commerce platform, streamlining product discovery and shopping flows across regions. My focus was on balancing the new brand expression with conversion, making the experience faster, more intuitive, and locally adaptable.
Electrolux for Owners
Problem & Goals
Electrolux for Owners was designed to replace traditional manuals with a smart, contextual post-purchase experience. By placing QR codes on appliances sold worldwide, users could scan and instantly access product-specific digital guides, tailored content, and self-service support.
Our challenge was to rethink product ownership for a global, digital-first audience. I worked on crafting an experience that made the transition from unboxing to confident usage feel seamless, useful, and intuitive.
What users needed
– A simple way to get started with their appliance.
– Quick access to how-to guides, videos, and troubleshooting.
– Personalized product information (warranties, accessories, etc.)
– Streamlined support for booking service or checking warranty status.
What Electrolux needed
– A scalable solution to reduce support volume.
– Better insight into ownership behaviors.
– A value-added service to drive loyalty and lifetime value.
Definition
Key insights
QR entry point was clear, but the destination wasn’t
Many users scanned the appliance QR code, but landed on generic support pages or PDF manuals. The experience lacked personalization, relevance, and guidance.
Product onboarding was fragmented
Users didn’t know how to activate key features like AutoDose or app connectivity. The unboxing and onboarding process was missing structure, and relied heavily on printed materials that were often lost or discarded.
“I just want to get started”
Across interviews, users expressed a desire for immediate, clear next steps. They wanted fast answers, not a full manual, especially for common tasks like installing detergent, adjusting temperature, or registering a warranty.
Global diversity demanded flexibility
Different markets had different content needs, levels of product tech, and language requirements. A one-size-fits-all solution would not scale. We needed a modular system that could localize without losing consistency.
Electrolux for Owners brings systemized UI to life through modular, reusable components designed for clarity and scalability. Built on the SHAPE Design System, each section follows consistent patterns, allowing teams to adapt layouts across markets and appliances with ease.
SHAPE Design System
A scalable foundation for brand and product consistency
SHAPE is Electrolux Group’s global design system, created to support the company’s direct-to-consumer shift. With hundreds of digital products and thousands of appliances in the ecosystem, the challenge was to bring visual and functional consistency at scale while enabling faster, more efficient product development.
As part of the global steering team, I helped lead the evolution of the system’s structure, design language, tools, and governance working closely with Electrolux to align teams across regions and disciplines.
Design direction
– Defined the visual and interaction themes for each brand, ensuring alignment with brand identity and product positioning.
– Developed the design token strategy to express themes consistently across platforms and touchpoints.
Scalable design output
– Designed and documented a robust library of reusable UI components.
– Built flexible systems that could support diverse use cases across brands, markets, and teams.
Governance & ways of working
– Co-created governance structures to maintain quality and consistency as the system scaled.
– Established onboarding tools and workflows to drive adoption across product, design, and development teams.
Created to support the company’s strategic shift toward direct-to-consumer (D2C) engagement the system expanded across its three core brands: Electrolux, AEG, and Zanussi. Moving closer to end users meant rethinking how the brand shows up in digital and required a unified design foundation that could flex across different markets, product lines, and customer expectations.
The system needed to balance consistency with adaptability: respecting each brand’s unique identity while enabling teams to build cohesive, high-quality experiences at speed. SHAPE was the backbone that made that possible.
The Solution
A unified, user-centered ecosystem
Our partnership laid the foundation for consistent, scalable, and human-centered digital experiences across the entire Electrolux ecosystem.
By aligning brand, product, and design under a shared system, we helped Electrolux move from fragmented touchpoints to a cohesive, global experience with the consumer at the center.
– SHAPE Design System is now the single source of truth across all platforms and digital products.
– Electrolux for Owners is rolling out globally, increasing post-purchase engagement while reducing support volume.
– Faster product cycles through streamlined collaboration between design and development.
– Empowered internal teams with the tools, documentation, and governance to scale quality across markets.
This work helped set the stage for long-term transformation anchored in clarity, consistency, and a more connected brand experience.