Amana — Whirlpool's introductory-level appliance brand. Known for well-built, no-frills products that consistently deliver, Amana needed a digital presence that matched the clarity and reliability of their appliances.
Take the existing Amana.com and redesign it from the ground up — modernizing the visual design while delivering a faster, cleaner, and fully responsive experience across desktop and mobile.
The existing site had been built incrementally over a decade, resulting in an inconsistent visual language, a navigation structure that buried key product categories, and no mobile-optimized experience. The goal was straightforward: reduce friction from product discovery to purchase, and bring Amana's core philosophy of no unnecessary complexity into every interaction across the site.
I led the design effort for the redesign, handling the majority of the full design output while working closely with a development team to bring it to life. We started with a thorough audit of the existing site to identify friction points and visual inconsistencies. The goal was to carry Amana's product philosophy — no unnecessary complexity — directly into the web experience. Every design decision was made with clarity and ease of use in mind, resulting in a cleaner layout, simplified navigation, and a visual style that felt modern without straying from the brand.
The redesigned site launched with a significantly improved experience across all screen sizes, performing well beyond the client's speed expectations. A standout feature of the build was the implementation of offline mode — once a user visits the site, the assets are cached locally, allowing them to browse the full experience even without an active internet connection. It was a meaningful upgrade in both performance and accessibility for Amana's customers.
The Existing Site
The original Amana.com had been built incrementally over a decade, and it showed. Navigation required three or more clicks to reach any product category, the site lacked a true responsive layout on mobile, and the visual language was inconsistent across sections — falling behind the updated direction Amana was pushing for with their brand.
The goal was to produce a modernized experience that could hold its own against the competition, including other Whirlpool-owned brands, while delivering a fully responsive design that made it easy for users to find what they needed. A standout requirement was offline functionality — allowing users to browse product specs and compare options even without an active internet connection, particularly useful for in-store or on-the-go situations.
To get there, I started with wireframes to map out the core user flows and establish the site's structure before any visual decisions were made. This allowed the team to pressure-test navigation and page hierarchy early, keeping iterations fast and low-cost. Once the foundational flows were validated, I moved the designs into Figma — building out high-fidelity screens that brought the updated visual language to life and gave the development team a clear, detailed reference to build from.
A Redefined Way to Shop
The redesign covered the full shopping journey, from the homepage all the way through to the Product Description Pages. Users could enter through the homepage and choose between Kitchen or Laundry product categories, or navigate directly to a specific product type — like refrigerators — through the top navigation.
Updated product pages surfaced pricing, reviews, SKUs, and available styles in a clear, scannable layout. For users who needed additional guidance, a "Help Me Choose" feature was integrated to walk them through selecting the right product for their needs.
On the Product Landing Pages, the feature presentation was overhauled to give each product a thorough, well-organized breakdown of everything it had to offer — supported by newly produced product imagery that brought the lineup to life.
The Owner Center and Appliance 101
Amana wanted to take the buying and owning experience to the next level, not just refining the product pages they had. Two key features were built with that in mind: the Owner Center and Appliance 101.
The Owner Center served as a self-service hub for existing Amana customers. Users could quickly access troubleshooting guides, register their products, or look up PDF manuals for specific models — all without needing to call a service line or schedule a repair visit. The goal was to empower owners to solve common issues on their own, saving both time and money. The section was also fully available offline, meaning a user dealing with an appliance issue at home could pull up their model's documentation even without an active internet connection — exactly the kind of practical utility that keeps users coming back.
Appliance 101 was designed for the research phase of the buying journey — helping prospective customers make confident, informed decisions before committing to a major purchase. Need to know the right refrigerator dimensions for your kitchen? Appliance 101 provided clear guidelines and considerations to help users avoid costly mistakes. It bridged the gap between browsing and buying, giving users the knowledge they needed to choose the right product for their home with confidence.
Impact & Reflections
The redesign shipped on schedule, delivering a faster, cleaner experience across both desktop and mobile. The outcome I'm most proud of is the navigation overhaul — taking a site that required multiple clicks to reach any product category and restructuring it into a streamlined, intuitive flow that got users where they needed to go in far fewer steps. That improvement was a direct result of the wireframing and user flow work invested early in the process.
The offline functionality was a standout addition that went beyond a typical site redesign — giving users the ability to browse product specs, access manuals, and compare options without an active internet connection, something no competing Whirlpool brand had offered at the time.
If I were to revisit this project, I would have advocated earlier for more structured usability testing during the wireframe phase. Many of the navigation decisions were shaped by internal feedback rather than direct user data, and while the end result landed well, having earlier validation from real users would have given the team more confidence going into the Figma build. That experience shaped how I now approach research planning at the start of every project.
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Phone: 309-258-6616
Email: kegan.flairty@gmail.com
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©2026 Kegan Flairty
Senior Product Designer