Overview

Led digital transformation for global air purification leader: complete website redesign spanning e-commerce, product catalogue, educational content, and B2B facility monitoring systems. Platform rolled out to 60+ countries.

My role: Lead Product Designer responsible for strategy, design leadership, and hands-on execution. Also operated as fractional product manager coordinating offshore engineering, localisation, and content teams.

Key outcomes:

• Global rollout to 60+ countries
• Complete product catalogue with accessories and filtering tools
• E-commerce checkout experience
• B2B facility-level analytics and remote monitoring systems
• Company acquired by Unilever post-launch
• Mobile-first responsive experience
  
  

The Challenge

The business problem: Blueair needed unified global digital presence combining:

• Product catalogue (devices + accessories across product families)
• Educational content about air quality and health
• E-commerce experience matching physical showroom quality
• Interactive tools for product selection and filtering
• B2B monitoring and control systems for facilities (hotels, schools)
• Support systems (FAQ, troubleshooting, multilingual manuals)
  
  

Technical complexity:

• 60+ country localisation with cultural nuances
• Complex product relationships (devices + compatible accessories)
• B2B facility monitoring requiring remote device control
• Mobile-first responsive design
• Integration with offshore CMS-focused engineering team
  
  
  

Strategic Approach

Phased Implementation:

1. Product catalogue with accessory linking
2. E-commerce checkout flow
3. Browsing and filtering tools for decision-making
4. Support systems (FAQ, troubleshooting, multilingual content)
5. B2B remote monitoring and control tools
   
   

Design Strategy:

• Collaborated with external branding agency for homepage direction
• Mobile-first prototyping approach
• Content strategy and contributor guidelines
• User testing focused on key markets (China, USA)
• Built interactive tools (help-me-choose modules for filters/purifiers)
  
  

Cross-functional Coordination:

• Sole point of contact for offshore engineering team
• Coordinated with localisation, copywriting, translation, support teams
• Presented strategy to senior stakeholders for sign-off
• Managed roadmap and communicated progress to international stakeholders
  
  

Results

Global Reach:

• Rolled out to 60+ countries
• Complete digital transformation from scratch
• Company acquired by Unilever (validating transformation success)
  
  

Platform Capabilities:

Consumer Experience:

• Complete product catalogue with smart accessory recommendations
• Interactive browsing and filtering tools
• E-commerce checkout matching physical showroom quality
• Multilingual support system (FAQ, troubleshooting, manuals, how-to videos)
• Mobile-optimised responsive experience
  
  

B2B Experience:

• Remote device monitoring for customer support
• Facility-level monitoring and control systems
• Analytics for hotels, schools, and large installations
• Network-wide device management
  
  

Scope:

• Product design and strategy
• Information architecture
• Content strategy and guidelines
• Product management (roadmap, stakeholder communication)
• Cross-cultural design and localisation strategy