Maytag's laundry and kitchen appliances are built to last — backed by a 10-year warranty and proudly manufactured in the USA. Yet their digital presence hadn't kept pace with the brand's strength. As one of the lead designers on this project, I helped orchestrate a comprehensive redesign that brought the brand's reliability and confidence to life online.
Maytag has a compelling brand story — American-made appliances, a 10-year warranty, and a reputation for toughness built over decades. But their website wasn't telling it. Category and sub-category pages were visually inconsistent, copy was sparse, and the feature stories meant to differentiate Maytag from competitors were buried or ignored entirely. Shoppers arriving with genuine purchase intent were leaving without a reason to stay. The ask was to change that: redesign the micropage experience to reflect the quality of the product and give visitors a narrative worth following.
I stepped in as the lead designer and took ownership of both the vision and the execution. That meant aligning three separate teams; development, copy, and imaging, around a single design direction before a pixel was pushed. Early on, I identified that the existing pages lacked a coherent visual hierarchy: there was no clear entry point, no flow pulling users deeper into the story, and no consistent way the brand was presenting itself across pages.
The redesign focused on building that structure first. I developed a visual framework that put Maytag's feature stories front and center, using imagery and layout to create a sense of momentum as users scrolled. Typography and color were tightened to align with brand standards, while the page architecture was rebuilt to guide shoppers from category browsing toward confident product decisions. Throughout the process, I kept a close feedback loop with the copy and dev teams to make sure the design held up in production, not just in comps.
Ten category and sub-category pages — fully redesigned, fully delivered, on time. The new pages replaced a fragmented experience with a cohesive one, giving Maytag a consistent visual language across a significant portion of their site. Traffic to the updated pages increased substantially following launch, reflecting both improved discoverability and a browsing experience that gave visitors a reason to stay and explore. More than a visual refresh, the project established a replicable design foundation that teams could build on for future page updates across the site.
Shaping the Full Experience
I took the lead to orchestrate the efforts of multiple teams spanning development, copy, and imaging. I designed a visual narrative that seamlessly highlighted a feature story for select appliances — while looking better and running smoother than the previous build.
- Directed cross-functional collaboration across 4 teams
- Set design direction and established a cohesive visual system
- Produced desktop and mobile designs for all key pages
- Championed user experience from concept through delivery
How I Got There
The project began with a thorough audit of the existing Maytag.com pages, surfacing friction points, inconsistent visual patterns, and missed storytelling opportunities. Competitive analysis informed the strategic direction, which I then translated into a defined visual language — bold typography, confident blues, and immersive full-width imagery — through ideation sessions, mood boarding, and early wireframes that aligned the broader team on a narrative-first approach.
From there, high-fidelity designs were built for desktop and mobile in parallel, complete with hover states, micro-interactions, and a component library built for efficient developer handoff. Throughout production, I stayed in close collaboration with development, copy, and imaging teams to ensure every page launched on schedule — balancing design quality with the realities of a multi-team environment.
Delivered
The redesign delivered ten fully rebuilt category and sub-category pages — every one of them shipped on time and to brief. What launched wasn't just a visual refresh; it was a more coherent, confident version of Maytag.com, one where the brand's core strengths finally had the space and structure to come through. The pages gave shoppers a clearer path from curiosity to conviction, and the results backed that up — traffic to the updated pages grew substantially in the weeks following launch, reflecting an experience that was not only easier to navigate, but genuinely worth sticking around for.
Impact and Reflection
This project resulted in ten fully redesigned category and sub-category pages — delivered in full and on schedule. The updated experience gave Maytag a cohesive visual foundation across a significant portion of their site, replacing a fragmented browsing experience with one that reflected the strength of the brand. Traffic to the redesigned pages increased substantially following launch, a signal that a more intentional, story-driven design resonates with shoppers at the moment it matters most. Even to this day, almost 9 years later, portions of these designs can still be seen on Maytag.com.
This project reinforced something I carry into every engagement: design is a team sport. Aligning development, copy, and imaging teams around a single vision required clear communication and shared ownership — and the outcome was better for it. Working within Maytag's established brand system also reminded me how powerful constraints can be; rather than reinventing the wheel, the challenge was finding freshness in execution. Most importantly, designing the feature story micropage showed me the value of treating every page as a narrative, not just a layout. That storytelling-first mindset is what separates a page that gets scrolled past from one that actually moves people.
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Phone: 309-258-6616
Email: kegan.flairty@gmail.com
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©2026 Kegan Flairty
Senior Product Designer