Project overview
The Lowe’s Luxury Appliance experience creates a connected path for customers to discover, explore, and evaluate premium appliances within Lowe’s existing e-commerce platform. The project spans a dedicated luxury landing page, category navigation, filtered product listings, and product-detail pages, bringing a recognizable luxury identity into key moments of the shopping journey.
The design challenge was to give the assortment a differentiated presentation without separating it from the familiar Lowe’s shopping experience. The approach combines lifestyle inspiration and brand discovery with practical product information, helping customers move from envisioning their kitchen to evaluating specific appliances.
My role as Lead Product Designer
I led the design of the luxury appliance experience across these discovery and product-evaluation touchpoints. My focus was on establishing a cohesive visual direction and connecting the experience across pages, rather than treating luxury as a standalone marketing destination.
For the landing page, I organized the experience around aspirational kitchen imagery, a high-contrast visual treatment, and concise messaging about craftsmanship, design, and lifestyle. A prominent brand section provides another entry point for customers who prefer to explore through a specific manufacturer.
I connected that positioning to product discovery through a dedicated luxury tile in visual navigation, a luxury filter within product listings, and identifiable product badges. These elements make the assortment accessible from broader appliance searches—not only to customers who begin on the luxury landing page.
On product-detail pages, I carried the identity forward with a dedicated luxury banner, while retaining the familiar presentation of product imagery, reviews, pricing, and purchasing information. This approach distinguishes the product’s positioning without replacing the information customers need to make a considered purchase.
Across the experience, I balanced expressive category storytelling with restrained, functional shopping interfaces. The luxury treatment is most immersive during inspiration and becomes more focused as customers move into comparison and evaluation.
The central design priority was creating continuity from inspiration to purchase consideration—making luxury appliances recognizable and discoverable while keeping the path to shopping integrated with the broader Lowe’s experience.
