Client
Miele Serbia
Role
Lead Designer
Year
2025 - 2026
Focus
UI/UX, Brand guidelines, Animation, E-commerce
Miele
How do you bring Miele's premium feel to its Serbian online store?
+40%
revenue per visitor
Solo
designer on the redesign
More sales
from fewer visitors
CONTEXT
Miele sells premium home appliances. Almost everything in its Serbian online store is expensive, so the store serves a small audience that expects a lot.
I led a full redesign of the store as the only designer on the project.
CHALLENGE
Miele's stores in other countries follow a shared set of brand guidelines. The Serbian store didn't, and it lacked the premium feel customers had seen on other Miele sites. When someone is spending that much on an appliance, a store that feels off makes them hesitate.
The brand guidelines and the platform set the limits. The guidelines were well made, which let one designer cover the whole store without inventing a visual language.
APPROACH
Starting from Miele's brand guidelines
The first step was applying Miele's existing brand guidelines, so the Serbian store looks and feels like the rest of Miele online.
Doing this first meant every later decision started from a visual language Miele had already used across its other markets. My job was to apply it well.
Learning from other Miele stores
Miele already runs online stores in other countries, so many of the design questions had been answered somewhere. Before designing anything new, I studied those stores to see what was already working for their customers.
It saved time, and it meant starting from patterns that had already worked for people buying Miele appliances.
Adapting it for Serbian customers
Those stores serve different markets and cultures, so copying one directly wouldn't have worked.
I adapted what worked elsewhere to suit Serbian customers, keeping the brand consistent with the rest of Miele while fitting the store to the people actually buying from it.
OUTCOME
The redesigned store is live and sales have gone up since launch. The next step is more research with Serbian customers, to learn what the store still gets wrong for them.
INDEX
CONTACT
Send me an email