SCENARIO / PROBLEM‍

In 2021, I collaborated with Thermomix to optimise user task flows, with a particular focus on the purchase journey. This project coincided with a significant shift in Thermomix's sales strategy—from a consultant-led approach to a hybrid model incorporating online sales, a necessary evolution in response to the COVID-19 pandemic.

At the time, the eCommerce site—built on Shopify—offered limited flexibility. It featured only a single Product Display Page (PDP) template, tailored specifically to the Thermomix TM6 appliance. This PDP was heavily focused on showcasing TM6-specific features, and the broader site architecture was designed to streamline the TM6 purchase flow.

To introduce the new Knives collection without disrupting the existing TM6 experience, a separate user flow needed to be developed.

TASK‍

The approach involved duplicating the existing TM6 PDP template and modifying its functionality to suit the unique features of the Knives collection. A new Product Collection Page for Knives was added under the "Accessories" tab in the site’s mega navigation. To support discoverability, SEO strategies were implemented, ensuring users searching for terms like “Thermomix Knives” would be directed to the new collection page.

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LESSONS‍

Throughout the build phase, I worked closely with the development team to ensure timely and effective execution. While the wireframes were intentionally designed with simplicity in mind—leveraging straightforward HTML and CSS to accommodate tight timelines—several key modules had not yet been implemented within the existing Shopify architecture. These required custom development and integration from the ground up.

This led to moments of creative problem-solving. For instance, when technical limitations of the Shopify theme prevented the use of an RSS feed, I proposed using the native Shopify app Instafeed, which integrated seamlessly and achieved the desired result. Other modules—such as the “Pair with Other Knife” upsell component, editorial-style key features block, YouTube video module, illustrated feature sections, and the inclusion of customer reviews within H2 tab panels—were all custom-built to suit the user journey and product narrative.

An unexpected challenge became an opportunity: I was unable to obtain manufacturer die cuts or technical sketches of the knives from the marketplace manager. To maintain the quality and consistency of the product presentation, I created custom illustrations showing each knife from three different angles. These visuals were met with enthusiasm from the team and became a standout element of the final product pages.

RESULTS‍

The Knives collection was successfully integrated into the existing Thermomix online marketplace with a seamless user flow. One final challenge arose just before launch: the go-live date was delayed by 48 hours. During this window, additional updates were made across the site, which risked being overwritten at launch. I worked quickly with stakeholders across departments and the backend development team to ensure those updates were preserved and correctly merged into the live site.

Following launch, the collection performed strongly in the market, and its success led to plans for future product expansions. One particularly rewarding outcome was that 87% of knife sales came via the Knives Collection Page, validating the effectiveness of the custom purchase flow, targeted SEO, and supporting campaign efforts.

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