Whiteaway Group Quest
Make everyday life better, by improving every day.
UX Design Strategy
What we want to happen
Make decisions about the home feel clear, relevant, & supported by people who care.
UX Design Principles
The value we’re giving people they can’t get elsewhere.
Start with Essentials
Start with the most important information, layer in depth when needed.
Not every user wants the same level of detail at the same time.
Show the Way Forward
Every page and interaction should have a clear next step — no dead ends.
Appliance shopping can stall at any point; we keep momentum by always offering action.
Anchor Attention
Shape layouts and interactions so people can concentrate on the decision at hand without distraction.
Complex products already create cognitive load — we don’t add to it.
Design to Reassure
Emphasize information and known interaction patterns that help people build comprehension and confidence in their choice.
People trust what they can understand, and they understand best what feels familiar and consistent.
Anchor Attention: Surface Elevation
White reserved for most important information to have strongest contrast, making it easier to read.
The majority of the products sold are also white, so placing them over the off-white background color helps them stand out from the rest of the “picture frame.”
Start with Essentials: Text Color & Weight
Information we know is most important to potential customers uses primary content and also a stronger weight.
The home appliance customer typically ranks brand, price, and measurements as the most important information.
The label is given reduced priority to make it easier for a person to scan and recognize data they are looking for.
Show the Way Forward: Brand Color
A tint of the brand color ( WCAG 2.1 AAA compliant) is used for primary CTAs and active state for radio choice cards.
Reduce Cognitive Load
Beyond the visual hierarchy and contextual grouping, some content is heavy or complex enough to be isolated in its own context. Content drawers give us the balance needed between focus on specific details while also keeping the overall view of the product easy to scan.
Start with Essentials: Contextual Groups
Not all information is necessary to display on the page, but a person should be given the option to comfortably go into details without having to navigate to another page on the site.
Anchor Attention: Text Color & Weight
The label is given reduced priority via text color and weight to make it easier for a person to scan and recognize data they are looking for.
Show the Way Forward: No Dead Ends
If finding the right measurements to fit their needs is what is needed to make a decision, give a person the shortcut to it.
Scaling Design
Principles: Applying clarity across complex contexts
The team extended the same principles of hierarchy, spacing, and reusable patterns across the broader eCommerce ecosystem. Grounding layouts in clear principles made the experience easier to scan, easier to compare, and easier for designers to apply consistently.
Components: Strengthening reuse through planning
The design direction calls for a high level of reusability, which means planning early for which components will be adopted into the design system. This reduces variation, improves system coherence, and makes frontend implementation more predictable.
Brands: Scaling a coherent system across 10 brands and 15 sites
The upgrade moved the system toward a more flexible, headless setup where developers manage styled elements through a single source. This is essential for supporting 10 brands across 15 sites. Each brand keeps its identity through variable-controlled elements while benefiting from a shared, scalable design foundation.
