Kitchen Aid was launching it's newest appliance product line—The Pro Line Series. Focused on customers who were seen as a master and consosur of cullinary arts. This microsite needed to capture the KitchenAid branding with an additional flare of high-end luxury. Luxury kitchen appliances? Absolutely! Those who aspire to learn from the greats like Gordon Ramsay, Guy Fieri, Anthony Bourdain, Wolfgang Puck, and the like were the focus of this product launch. Historic consumer analytics and engagement were leveraged through a robust pre-product launch allowing users to purchase ahead of box store availability. In an effort to drive digital first sales, a fortified microsite was ideated and built focusing on key product features. In an effort to drive digital first sales, the Pro Line site offered pre-ordering before official in-store product availability and catered to a refined audience with targeted demographics.
Working within a newly established Design System, this microsite focused on a gloabl release of this high-end market.

Challenge: Launching this Professional Line of products, it was paramount to distinguish between 'standard' KitchenAid products and this higher-end, Pro Line. Product unification, ease of digital purchase, user impact and engagement, and extended product expansion were all part of the key performance indicators.

Processes Used:

• Sales Process Analysis
• Competitive Analysis
• Stake Holder Interviews
• Experience Architecture
• Site Maps + User Flows
• Journey Mapping
• Functional Prototypes
• User Testing Prioritization
• Product Features Analysis
• UI Design System

Results: Viewed by millions upon millions of users over the course of it's launch, the site was highly successful. Consumer engagement and time on site numbers exceeded goals. Sales metrics exceeded expectations in digital eCommerce pre-orders by 41%. And an incremental increase in consumer engagement of 112% following inital launch. Both the product as well as the microsite, and subsequent product expansion won multiple industry awards for the design and launch metrics.
The stage was also set for site refinement and product expansion based on the key-findings from the initial successful product launch elevating the Pro Line products to even higher levels within the KitchenAid suite of specialty appliance products.