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Client Míele miele.com.au Discipline
  • User Experience

Strong platforms need solid foundations.

With a heritage stretching back to 1889, Miele has a long-standing reputation, setting the standard as a premium appliance manufacturer and retailer. As consumers around the world increasingly turned to mobile to engage with brands—particularly in Australia—Miele launched a mobile brand website in 2015. Two years later, development commenced on a smartphone app to extend and enhance the Miele brand experience.

We believe that the mobile channel represents a far greater opportunity to offer a richer customer experience

Matthew Jefferies, Head of Own Retail (Miele AU/NZ)

With a distinctly user-centric approach, a strategic business case was developed, for presentation to head office in Berlin, identifying the features Miele customers value most, ensuring highly relevant, authentic solution for the app.