Whirlpool
Increasing the user rating of an appliance communication app, and generating revenue through increased value propositions.
What is Whirlpool?
Whirlpool is an appliance manufacturing company that is focusing on adding features to it’s cloud connected appliances
What is my role at Whirlpool?
UX Designer, Whirlpool 2.0
I was part of the team working on the app overhaul, then focusing on specific areas like adding value for customers and service portal redesign.
Key outcomes
Twice VIP
🏆🏆🏆🏆
The Whirlpool app won the Twice VIP
consumer tech award for streamlining daily tasks.
4.2+
⭐️⭐️⭐️⭐️
The app went from low 2s to 4.2+ stars rating on both iOS and Android after the redesign
$250k+
💰💰💰💰
As a part of the VMax subscription launch,
3 revenue streams were generated through subscriptions and replenishment.
Whirlpool App Redesign
What is Whirlpool app?
A cloud based appliance control app that lets the users start cycles on ovens, washers, etc and monitor the status.
Feature overview
Start, stop and delay cycle
Stain Guide
Cook with Yummly recipes
Amazon Dash Replenishment Service
Schedule service and buy supplies
Project Aim
Perform a design overhaul to match Brand values
Increase app store ratings
Work with the Value creation teams to generate revenue through the app
Target audience
Whirlpool lies in the “CARE“ quadrant of brands, treating the customers as a part of a family:
Middle class families (~ 60 to 120k yearly income)
Expect the appliances to be versatile and help them choose the appropriate cycles
Previous Design
The design at the time had a couple issues which were used as the brief for creating a new look and feel for the Whirlpool 2.0 app:
Low user ratings (low 2s)
Poor reflection of Whirlpool Brand (same design as other whirlpool brands with different color)
Poor design system (inconsistent use of components like buttons, table rows, etc.)
2019 Dilemma with GE app (accidental match with GE’s design showcased at CES expo)
Whirlpool 1.5
This was the first attempt at creating a redesign for the Whirlpool app after I joined the team. It was called Whirlpool 1.5 since it was a smaller change from the original app.
Whirlpool reloop
As the development was underway with the design presented above, the team decided to come together for a major change in direction. The main reasons, as driven by the marketing team were:
Needed more space for allocation of marketing materials
Switch from icon-based screens to image-based screens
Add a quick actions section for users to start their favorite cycles from the home screen
Whirlpool 2.0
The new design improved on the original design and aligned better with the new marketing direction. These were the main improvements:
A tab celebrating each appliance on the account with a hero image
New quick actions area to store favorites
A content drawer for all marketing information
Visual asset moodboard
UI exploration
UX Exploration
Threading appliances app experiences
Laundry journey
Being the design lead for laundry appliances I worked on the following features:
Stain Guide: The guide to remove stains and set matching cycles on washers and dryers.
Set Cycle: A new way to program cycles by telling the users what to wash and how to wash, match dryer cycles, set smart delay to save on utility bills.
Assign a Task: Send a message to someone reminding them to take actions like transferring clothes to dryer or remove and fold laundry.
User Task: Use the app to clean fruit stains from a woolen fabric.
Subscription for VMax
The introduction of a low-cost high-volume connected appliance pair meant a new revenue stream was required through the app. The design solution included the following:
Working with the product management team to create a user journey from a free 6 month trial to subscribing for 0.99c/month or Amazon subscription.
Designing marketing emails and app screens for users appraising them of their free trial, grace periods and subscription updates.
Working with developers to create the algorithm for detergent tracking and setting replenishment triggers.
User Task: Set up VMax washer using Amazon Dash subscription.
Whirlpool 2.0 is now live
Looking back at the goals set by the team at the beginning of the journey:
Increased user ratings (Low 2s to 4.2+)
Better reflection of Whirlpool Brand, as aligned with the marketing team.
Design system created to create consistency within the app, but also with appliances.
Unique design, differentiating Whirlpool from other brands.
Other projects
In addition to the Whirlpool 2.0, I worked on delivering a couple side projects:
Voice-based favorites: For the appliance to understand voice commands, a new favorites list was created to make sure the appliance can executes voice commands.
Remote Diagnostics: The first step towards Service Tool overhaul to help technicians better diagnose errors and save Whirlpool money by avoiding needless replacements.
No Compromise Combo: Working with Industrial designers to create the UI for a new combo, from selecting and placing the UI to designing screens for the same.
Contact me for more details
This covers the overview of my time at Whirlpool. Feel free to view my other projects or contact me to get a more detailed walkthrough of my projects. Here are some links to look at in the mean time: Whirlpool 2.0 and Twice VIP award (2021).
