THE ALL-NEW THERMOMIX TM7 LANDING PAGE

The all-new Thermomix TM7 stands as the cornerstone of the next generation of Vorwerk’s revolutionary kitchen appliances. Thermomix models have delighted culinary enthusiasts worldwide since 1961. To support the product launch on February 14th 2025, the Experience Design Team (XDT) crafted a landing page. This project allowed me to sponsor and blend strategic, system-driven design with business acumen.

In the next paragraphs, I will rewind the tape from the last four months to explain how the XDT and its design system, FiBRE Single Blend, faced this monumental challenge and delivered a design that unlocks business value.

INTRO

The launch of this innovative device on February 14th, 2025, marks one of the most exhilarating phases of my journey as Global Head of Experience Design at Vorwerk. This milestone signifies my inaugural contribution to a physical product’s “go-to-market” phase.

SETTING THE STAGE FOR THE PRODUCT LAUNCH

With the all-new Thermomix TM7 now available, Vorwerk crafted a comprehensive strategy to spotlight the evolution of this cutting-edge, fully connected kitchen robot. The XDT was entrusted with the mission to craft a design process to enable teams to achieve this ambitious goal. To that end, the XDT developed a design process grounded in the FiBRE Single Blend design system. This approach facilitated design reviews centred on business-oriented discussions and implemented a mobile-first strategy. The outcome was that all stakeholders were aligning their objectives based on a single source of truth.

THE DESIGN CHALLENGE AND ITS SOLUTION

To deliver an effective landing page that marries design excellence, advanced technology, and strategic storytelling, the XDT focused on three core principles for designing the new Thermomix TM7 landing page.

1. Creating a digital touchpoint that connects brand and product experiences: The XDT aimed to connect the premium nature of the all-new Thermomix TM7, the brand-new corporate identity and the Company’s sales digital touchpoints. The goal was to provide the digital with the product’s premium essence through a consistent brand identity.
2. Designing for Business Success: the all-new Thermomix TM7 sales strategy consists of the first phase of making the device available exclusively via pre-orders. For this reason, the landing page was meticulously crafted to streamline the pre-ordering process and drive conversions.
3. Propagate design options efficiently and sustainably: The all-new Thermomix TM7 landing page project is the first attempt to base the whole product design process on the FiBRE Single Blend design system. Adopting FiBRE Single Blend was pivotal in crafting a cohesive and modern digital touchpoint focused on business KPIs fully integrated with the brand-new CI/CD.

CRAFTING A DESIGN TO FIT DIFFERENT USER BEHAVIOURS

The all-new Thermomix TM7 landing page is designed to get in touch with users around the globe. Its narrative is translated into multiple languages and needs to support markets with different sales timelines. For this reason, the most significant design challenge was to operate in subtraction rather than addition. It was mandatory to oversimplify the page anatomy to accommodate various languages and user flows.

EMPLOYING MEDIA TO AMPLIFY THE THERMOMIX TM7 EXPERIENCE

The challenge was to present a product that the market had not yet witnessed. In light of this need, the XDT structured the page anatomy to accommodate copy and media to emphasise the premium feel and deliver a user-friendly experience. The seamless integration of high-quality branding and lifestyle media created a digital showcase that triggered the appetite to contact an advisor and eventually buy the all-new Thermomix TM7.

A MOBILE-FIRST DESIGN PHILOSOPHY

The FiBRE Single Blend design system is inherently mobile-first. Since day one of this project, the UX has focused on ensuring rapid page loading, appealing aesthetics on smaller screens, and functional integrity across devices. The XDT rigorously tested every component on prevalent mobile viewports to guarantee optimal user engagement.

HOW FIBRE SINGLE BLEND DESIGN SYSTEM WAS THE PROJECT SILVER BULLET

For FSB, the all-new Thermomix TM7 landing page represents a baptism of fire. For the first time, the XDT let its design system go wild and serve other teams across the globe to craft design, elaborate copy, and develop code.

This inclusive collaboration model was invested in evangelising three crucial UX concepts:

1. Immersive Interactions: First impressions are crucial. The FSB components incorporated dynamic media assets and micro animations to stimulate users’ attention and walk them through the product’s innovative features and aesthetics.
2. Optimised Typography: Balanced typography, informed by device viewports, ensured aesthetically pleasing copy styles that supported user engagement and conversion.
3. Obsessive space management: The XDT focused on balancing the negative and positive space distribution, and the FSB promoted an intuitive browsing experience, highlighting key elements at each scroll event to encourage conversions.

CONCLUSION: SYNTHESISING DESIGN, CONTENT, AND TECHNOLOGY

Creating the all-new Thermomix TM7 landing page exemplifies how the XDT partnered with stakeholders to fuse design, content, and technology into a powerful launch strategy. In addition, this project highlighted the critical role of the FiBRE Single Blend design system, not merely as a design tool but as a strategic business asset and a catalyst for sustainable innovation and efficient collaboration. The design system facilitated clear and productive communication and operative loops across various teams and suppliers by offering self-explanatory references like the HTML-based component collection and related templates. These live artefacts served as a unified source of truth, enhancing stakeholder alignment and collaboration.

This approach ensured that every decision was aligned with our core objective of driving business value through innovative, customer-centric solutions. Ultimately, the deployment of the FiBRE Single Blend design system empowered the entire project team to focus on delivering a seamless, engaging user experience that supports Vorwerk’s business objectives.