Thermador Kitchen Package Planner
Making Room for Possibility
Date
2018-Present
Location
United States
My Role
Digital Design Director
Services
Design Direction
UX Strategy
Digital Product Design
The Brief
Overview
A Simpler Way to Build a Dream Kitchen
Thermador's Gift with Purchase program offers exceptional value, but navigating its rules, product combinations, and incentives wasn't always easy. Customers often relied on dealers to understand their options and make informed decisions.
I led the design vision and UX strategy for the Kitchen Package Planner, directing a cross-functional team of designers, copywriters, and development partners to transform a complicated purchasing process into an intuitive, self-guided experience.
The goal was to give customers the freedom to explore, personalize their kitchen packages, and understand their savings in real time.
The Challenge
How Do You Simplify Something Without Limiting Possibility?
With no comparable experience in the luxury appliance category, we had to define the journey from the ground up.
The challenge went beyond translating complex promotional rules into a digital tool. We needed to accommodate customers with different levels of product knowledge and digital confidence, support dealer relationships, and create an experience that felt as considered as the appliances themselves.
Every decision needed to balance simplicity, personalization, and business needs without overwhelming the customer.
The Creative Approach
Give Customers Control, Not Complexity
I led user research and competitive analysis across industries to understand how people navigate complex purchasing decisions. One insight guided our approach: customers wanted clarity, flexibility, and the confidence to explore at their own pace.
We translated that understanding into a guided experience that broke complex program rules into manageable steps, made savings visible in real time, and connected customers with dealers when they were ready to take the next step.
To balance speed and ambition, I established a phased roadmap that prioritized core functionality while creating a scalable foundation for future enhancements. The planner continues to evolve through ongoing user testing, optimization, and deeper personalization.
Complexity, Simplified
A guided, step-by-step experience made complex program rules easier to navigate, with personalized selections and savings visible in real time.
Designed for Growth
A phased development strategy prioritized essential features, accelerated launch, and established a scalable foundation for continuous improvement.
The Difference It Made
44%
Increase in sales leads during the first month after launch
50%
Increase in package sales in year one compared with the previous year
127%
Increase in package sales in year two
The Kitchen Package Planner gave customers greater control over building personalized appliance packages while creating a more effective path from product exploration to dealer engagement. The results demonstrated the value of making a complex purchase journey easier to navigate.
The Power of Simplicity
