"Digitas LBi partnered with Whirlpool to create a new mobile web experience. Designed with a mobile-first mindset in an agile environment, the new experience repurposed existing desktop content and product information to work in a variety of mobile contexts. The design team included a dedicated UX designer, a visual designer, and a developer. The team collaborated closely with a client stakeholder and a subject matter expert, both of whom became valuable members of the team. They clarified business requirements and managed internal expectations. The iterative design phase included wireframing, prototyping, and usability testing, which were executed during 2-week sprints. This approach gave the team enough time to do analysis and pivot the design as needed. Additional usability testing helped confirm comprehension, message placement, and task completion. Toward the end of the design phase, prototypes were created for remote user testing to identify if the new functionality and design performed as intended. The new mobile website decreased bounce rates by 27%, increased time spent on the site, and addressed gaps between what users were looking for across devices and what was offered on the mobile site."

This project improved the user experience by incorporating a mobile-first, user-centered approach. The team conducted robust discovery--listening to and observing users in multiple contexts. Customers are now able to find the information they need, when they need it. The mobile experience is best-in-class, providing touch affordance that was not previously integrated. Content and download speed are optimized for the mobile user.