In 2021, Whirlpool tasked Aisle Rocket with helping them launch a direct-to-consumer version of their website, overhauling their entire website with an eye on making the consumer journey easy, informative, and mobile-friendly.
Homepage
Kitchen Suites Page
Washing Machines Product Category Page
Microwave Product Page
Simplified Compare Tool
The Approach
I led the day-to-day copywriting efforts in redesigning Whirlpool’s website starting with wireframes and directional copy, then building out versions of the Homepage, Laundry Category Page, Washing Machines Product Category Page, and a product page. After extensively pressure testing these updated page designs, I wrote copy for many of the remaining pages and directed a team of other copywriters who iterated on my initial work across the rest of the website.
To improve the overall user experience, we created clear navigation options for users to shop or explore and learn more if they weren’t ready to buy on every page. In tandem with our data and analytics team, I created and A/B tested five value propositions to offer shoppers at checkout in order to help Whirlpool better understand the purchase behaviors of their target audience. I also developed a simplified comparison tool with consumer-facing language around pricing to help the Whirlpool brand speak to consumers about the price and features of an appliance while making it easy to navigate the brand’s product catalog and compare models.
This strategic overhaul of Whirlpool’s website from concept to execution created a frictionless shopping experience for shoppers and a new revenue stream for the brand.
The Results
Within the first year, the redesigned website had an improved user experience, added SEO value, and created millions of dollars in revenue for the brand. The client was so happy they continued working with Aisle Rocket to build out new pages, revise their value propositions, and update other Whirlpool brands’ websites in a similar fashion over the next three years.
Jeff Girten 