GE Appliances, has its headquartered in Louisville, Kentucky,and it is a subsidiary of the Chinese conglomerate Haier, one of the largest home appliances suppliers in the world.
The goals of their new digital plan were mainly related to a web site renewal with a view to improving performance and content management.
The first aspect that the project team has evaluated for the renewal of the new site was graphics and usability, which offered a new image able to realize the interaction with the user in generating new leads.
Another fundamental aspect of the project was the improvement of the site's navigability from mobile devices, which goes unequivocally for the development of the new identity with responsive design. Finally, the company intended to introduce a new brand on the market, creating awareness and product visibility.