The Challenge
Thermomix was evolving from its traditional consultant-led sales model towards online eCommerce, but its existing Shopify experience had been designed almost entirely around purchasing the TM6. Launching a new Knives collection meant creating a distinct customer journey within a restrictive existing platform — improving product discovery, SEO and conversion without disrupting the established TM6 experience.
Thermomix was evolving from its traditional consultant-led sales model towards online eCommerce, but its existing Shopify experience had been designed almost entirely around purchasing the TM6. Launching a new Knives collection meant creating a distinct customer journey within a restrictive existing platform — improving product discovery, SEO and conversion without disrupting the established TM6 experience.
CLIENT
Thermomix
YEAR
2021
SERVICES
User Experience Strategy Sales Pipeline Ui Design
ROLE
User Experience & UI Design
The Approach
We designed a dedicated Knives Collection and purchase journey, introducing custom product modules, upsell opportunities, reviews, video, editorial content and bespoke product illustrations within the existing Shopify ecosystem. Working closely with development, we found practical solutions around platform limitations while creating a scalable framework that could support future product ranges. The result: a seamless new eCommerce journey, with 87% of knife sales coming directly through the Knives Collection Page.
We designed a dedicated Knives Collection and purchase journey, introducing custom product modules, upsell opportunities, reviews, video, editorial content and bespoke product illustrations within the existing Shopify ecosystem. Working closely with development, we found practical solutions around platform limitations while creating a scalable framework that could support future product ranges. The result: a seamless new eCommerce journey, with 87% of knife sales coming directly through the Knives Collection Page.
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