Electrolux / Frigidaire

I originally partnered with Electrolux and its Frigidaire brand to help transform their business from a retail-first model to a high-performing direct-to-consumer (D2C) ecosystem. Starting from a support role, we evolved into a strategic experience partner—stabilizing an in-flight platform, defining the D2C vision, and embedding a cross-functional team across strategy, design, analytics, and engineering. The focus is on on delivering measurable business impact through data-driven experience design—continuously optimizing journeys, merchandising, and conversion through an always-on test-and-learn model. The result is a scalable, continuously improving commerce platform that has significantly increased engagement and conversion across brands—helping Electrolux establish and grow its D2C channel with sustained performance gains. We are currently working to create a single design system and platform across all 4 brands to deliver a more flexible and modern shopping experience. By separating the content and data from the front end display, we will have more control to deliver more complelling sales stories and drive more sales. The vidoe below is an example of the vision we used to illustrate how the site can evolve.