BSH Home Appliances

01 The Problem

BSH's xD2C platform isn't a conventional online shop. It's a multi-brand D2C ecosystem that brings Bosch, Siemens, Neff and Gaggenau under a single UX architecture — live across more than ten markets, from Germany to the US. As Lead Product Designer, I shaped the product across its entire lifecycle: from the first search to checkout, and on to support, spare parts and the after-purchase experience.

02 The Approach

As freelance Lead Product Designer for BSH's Crosschannel / D2C team, I translate complex business requirements into scalable, user-centered e-commerce experiences deployed across BSH Home Appliances and partner stores worldwide.

• Concept and design of intuitive user interfaces and flows in a D2C e-commerce context
• Evolution of the 10+ brand multi-themed design system — component libraries, token structures, and cross-product consistency
• Design Operations initiatives: efficient workflows, clear processes, scalable design practices across the team
• Close partnership with Business Analysts to define problem spaces and validate assumptions in business context

03 The Outcome

Live across every BSH brand and more than ten markets on one shared design foundation — Bosch to Gaggenau, Germany to the US. And it spans the full lifecycle, not just the shop: first search, checkout, spare parts, support. The design system is what makes that scale hold. Teams ship on shared components instead of rebuilding the same patterns market by market — consistency stopped being something anyone had to police, and started being the default.

• 65.9% Checkout conversion — Of checkout sessions end in an order — in a category where buying decisions don't happen in three clicks.
• 66.4% Cart abandonment — Below the e-commerce benchmark. For mid-premium home appliances, that's a quality signal.