My work / AEG’s product support

Client: AEG Australia · May 2021

PRODUCT DESIGN INFORMATION ARCHITECTURE SCENARIO-BASED RESEARCH

AEG’s product support, built so customers find answers themselves.

As the main product designer for AEG’s support page, I used scenario-based research and a reworked information architecture to create a self-service support experience, resulting in an about 20% reduction in support workload.

GoalHelp customers find product support on the website without waiting for the support team.

View it live ↗The live page has evolved since my 2021 delivery.

Impact

~20% lower

support-team workload, from call volume and ticket count, measured by AEG’s team three months after launch.

What I owned

Scenario-based research that shaped the information architecture
Wireframes and prototype reviews with AEG
Brand-aligned UI and the responsive versions

Main product designer & researcher, at Niteco, for AEG Australia.

The redesigned AEG support pages laid out together in a dark, red-accented design: product support, user manuals, product registration, service and repair, and frequently asked questions

Overview

AEG is the premium brand of Electrolux, focused on the Australian market. They came to Niteco, my former company, to update their product support feature.

The challenge. The concrete mission was to design a user-friendly information architecture for their support page, so the support team’s workload goes down and customers don’t have to wait so long.

My goal. To figure out how to organise the information architecture of AEG’s support page, so customers can find what they look for in the shortest time.

My role

I was the main product designer and researcher, starting from the current flow: users with a specific question in mind, who land on this page.

Two AEG support entry points on mobile: Talk to us, with opening hours and a call link, and Book service and repair online

01Design researchfind what people come looking for

Start with the scenarios: what do customers come here to do?

I chose scenario-based research to decide how to organise the support page’s information architecture, so customers can find what they’re looking for in the shortest time.

Six steps, from scenarios to a validated structure.

Defining user scenarios. I identified the typical tasks users perform on the support page, such as looking for the QR code to register for a guarantee, or understanding the return policy.

Creating prototypes. Low-fidelity prototypes, focused on key information and navigation structures.

User testing. Paper-based tests, to observe how users navigate and find information.

Gathering insights. I analysed user behaviour to find the intuitive sections and the areas of difficulty.

Iterative refinement. I refined the layout and navigation based on user feedback, so critical information stayed easy to reach.

Validating the architecture. I kept testing and improving it to meet the most common user needs.

The result: a support page where people quickly find what they need.

The research led to a user-friendly support page and a better experience on AEG’s e-commerce platform. This is the information architecture, in priority order from left to right, based on the research data.

Information architecture for the support pages: a Support landing page branching into User Manual, Product Register, Help with your product, FAQs, Find additional information, Spare part, We’re here to help and First Klasse Care Team — Information architecture for the support pages

02Wireframe stagedrafts, reviews and iterations

Wireframes, reviewed with the client until the needs matched.

I turned the research into an interactive prototype and reviewed it with AEG. The sessions showed me what the business needed. I kept checking that against what customers come to this page to do, and adjusted the experience until it worked for both.

Wireframe of the AEG Product Support page with numbered pink markers showing the client's review comments: the header, the search field, the Kitchen, Laundry and Wellbeing tabs, and the product category tiles — Wireframe, with the client’s numbered review comments

03Brand attributespremium, findable, recognisably AEG

AEG is the premium end of the Electrolux group, and the page had to feel like it.

AEG sits at the premium, modern end of the Electrolux group’s three main brands.

Four brand attributes guided every decision.

The support page had to feel as premium as the product without getting fancy. These four attributes kept each design decision aligned with the AEG brand.

Being premium

As the only premium product line in the Electrolux chain, the AEG team asked us to align with the brand and stay premium.

Intuitive navigation

Navigation is everything in this feature. From the customer’s view, every high-value service needs to be visible and easy to find.

Simple wording

Being premium doesn’t mean the wording needs to be fancy. Simple, common words are the best choice here.

Identity recognition

The brand identity always needs to stay aligned, so people recognise it quickly — through icon colour and small borders.

04Responsive versionone experience on every screen

Rounds of back-and-forth with AEG led to one design that works on every screen.

Reaching the final design took multiple steps and continuous engagement with AEG. That iterative process was crucial to building an effective support page: it kept the design responsive to what users needed, and led to a better experience for customers and greater efficiency for the support team.

Continuous iteration

Each review round tightened the design. I built a flexible visual identity that could be used in any application.

Organised system

On the way to agreement, I supported AEG with a design system, so the product is more aligned and easier for the next designers to use.

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Responsive versions

I designed and supported the responsive versions for mobile and iPad screens, to bring the best experience to end users.

Mapping platforms

The same content and features appear on mobile, tablet and desktop.

Responsive UIs

Nine support screens on phones, and the product recall page on a laptop, two tablets and a phone.

Nine AEG support screens on phones, including FAQs, Contact AEG, Book service and repair online, and The Fabric Care Collection

The AEG Product recall page on a laptop, two tablets and a phone

Customers find answers on their own, and support workload dropped by about 20%.

Ease of access. Users can easily find essential information such as product manuals, warranty details and troubleshooting guides.

Self-service. Customers can solve common issues on their own without contacting customer support, without waiting for the team.

Quick navigation. The intuitive layout and organised information architecture let users find what they need quickly, saving time and effort.

How the 20% was measured. The figure comes from AEG’s support team, based on their call volume and ticket count, three months after the page launched.