Whirlpool Consul
Boosting product registration by 342%
TIMELINE
December, 2024 - January, 2025
CLIENT
Whirlpool
BRAND
Consul
ROLE
Product Designer Consultant
In LATAM, Consul’s product registration flow relied on Elasticsearch, an API that was used to identify product models and SKUs.
Aligning the experience with the company’s broader platform strategy, improving scalability, and unlocking data visibility that previously did not exist until
The problem
While the API was technically functional, it was not compliant with Whirlpool’s global SaaS E-commerce guidelines, creating a growing gap between local experiences and global digital standards.
Replacing the API was not just a technical requirement. It revealed a strategic opportunity to rethink the registration journey from both a user and business perspective, as the UI Components library must be rebuilt to meet the VTEX standard.
Process and responsabilities
As Product Designer Consultant, I collaborated with Product, Development, and Data stakeholders to:
Map the existing product registration flow and identify friction points.
Redesign the user journey focusing on simplicity, clarity, and scalability.
Structure and improve the information architecture.
Componentize the SKU Search Module using the global design system
Adapt the flow to a mobile-first experience, but also built a responsive interface for desktop and tablet.
Partner with engineering to replace Elastic Search with VTEX native search.
UX Research
Deliverables
- Desk Research.
- Benchmark.
- CSD Matrix.
- User journey analysis and map.
Insights
How might we…
“How might we simplify and scale the product registration journey—transforming a technical requirement into a valuable experience for both the user and the business?"
Ideation
Deliverables
- Wireframe and Information Architecture.
- User journey and user flow.
- UI Component and Design System.
- High-fidelity responsive prototype to mobile, desktop and tablet.
In two-weeks
↑ 282,1% in the flow completion rate
↑ 342.6% in the product registration success rate
Results
“A 342.6% increase in flow completion rates is a significant figure, reflecting the benefit of simplifying the page and facilitating the user's journey.” Stakeholder feedback.
