Blueair
Freedom to Breathe
Blueair
Freedom to Breathe
Blueair believes in — and champions — the inherent right of all living beings to breathe clean air. Born in Sweden, the company designs, manufactures and sells a line of high-end, design-forward air purifiers for both home and commercial environments. Since their acquisition by Unilever, Blueair has partnered with multiple agencies to build out a distinct brand voice that conveys this ethos to a global audience. As the brand continues to evolve and grow, Blueair maintains its focus on communicating in a manner that is modern, relevant, conscious, and decidedly human — across all touchpoints.
We assisted in updating and refreshing the UI, as well as optimizing multiple UX considerations along the way. From a high level, our primary focus has been on the design and implementation of improvements to the customer journeys / conversion pipelines within their CMS-based e-commerce platform (their primary B2B / B2C sales outlet).
Web Layout Refresh
Site Map / IA Improvements
In service of the brand’s business and marketing goals, we first worked with the team to rediscover the website’s top functional priorities, which essentially fell into two categories: Sales and Awareness. Then we restructured the site, prioritizing the E-Commerce sections and the potential paths a user could take through this sales funnel and across Awareness and Sales sections — of course ultimately targeted toward selling air purifiers — but also spreading the word of clean air activism.
Icon Library
Blueair’s site relies on an extensive set of icons for navigation, to illustrate the many details of their product offerings, and to simplify the science behind air purification. We helped expand their icon set.
Thematic Landing Pages
Blueair’s brand is built around the science, design and activism of ensuring clean air for the planet and its inhabitants. Thus, conveying this wealth of knowledge held in Blueair’s IP, and articulating the ways in which Blueair products actively combat some of the greatest dangers to human health, is an ongoing initiative.
Blueair’s marketing team developed both visual and verbal content to address these 5 chosen topics:
• Wildfires
• Coronavirus
• Virus / Bacteria
• Ozone
• Allergies
We developed landing pages to support this content and point consumers toward recommended products. To this end, at this point we also introduced a new key feature: An Info/Shop toggle as a way of integrating the Sales and Awareness tiers within the site and — most importantly — providing users with a ‘pre-filtered’ product experience, driven by the content of the landing page.
To date, the Thematic Landing Pages have been the culmination of our partnership with Blueair.