How can we elevate our platform to create a seamless Customer Experience which reflects the brand proposition?


Role: Director of User Experience
Company: Guidance Solutions

Individual contributor W/ team support
Timeline: 4 month

Vorwerk was founded in 1883. The main business is the direct distribution of various products like household appliances such as Thermomix, a kitchen appliance, and Kobold vacuum cleaners, fitted kitchens and cosmetics.

The company reported having 12,000 full-time employees and over 590,000 self-employed sales representatives in more than 70 countries worldwide as of 2014.


What is the biggest problem and expected outcome?

Digital Customer experience does not reflect the values of the brand. Thermomix is offering a high-end product but the digital experience for the customers is painful.

The only official point of contact the customers have with the brand is online. We don’t have stores and most of our customers discover the Thermomix TM6 in their own kitchen or at someone else’s house. We need to have a strong and consistent online customer journey to support our salesforce


Information Architecture

The customer journey to purchase a Thermomix could be simplified by reducing the points of contact you have to go through before reaching checkout.


Iterative Design

Using our requirements documentation and flows as a guide, we explored multiple iterations.


High Fidelity

After locking in the homepage we turned to the product display pages and the account sections for both marketers and consumers.

Status and thoughts

Solving the needs of the user and business we successfully launched the site in Q1 of 2023.


P. 405.414.6892


All works has been designed my Chase O'Grady