Case study

Fersk: an air conditioner manufacturer website

The manufacturer has a small range, so every air conditioner has to make its case on its own page. We designed and built the Fersk website: product pages with reviews and FAQ, variant filtering and a blog with products embedded in the articles.

For Fersk we designed and built a website that showcases their air conditioners and makes it easier to choose a model: a home page, categories, in-depth product pages and a blog with products embedded directly in the content.

Scope of work

Industry: E-commerce and retail
Product type: Manufacturer product website
Market: Air conditioning / retail

Technologies

Product Design
Web

Key facts

Client workshops and wireframes optimised for the purchase journey
A dedicated page for every air conditioner model
Dynamic filtering of product variants
Product pages with user reviews and FAQ
Products embedded in blog articles via WordPress widgets and shortcodes
Mobile First design

A handful of air conditioner models, each with its own page, and a blog that leads to the product.

Moodboard for the Fersk air conditioner manufacturer website

Goals

01
Easier model choice
Present the products so users quickly understand the differences and pick the right variant for them.
02
Each model's features up front
With a small range, put what makes each air conditioner stand out in the spotlight.
03
Easy to use on a phone
Design an interface that works as well on a smartphone or tablet as it does on a desktop.

Process

Discover Define Develop Deliver

Kick-off and workshops
Kick-off and workshops
A kick-off meeting and in-depth workshops where we learned the client's goals and requirements.
Needs and market analysis
Needs and market analysis
User needs and the market as the starting point for the site structure.
Wireframes
Wireframes
Screen sketches built around the purchase journey, from the home page to the product page.
UI design
UI design
Interface for the home page, categories, product pages and blog.
Design system
Design system
Shared components and styles that make up every view on the site.
Development
Development
Front end and WordPress implementation, delivered in agile iterations.

Fersk home page with portable air conditioners

Fersk air conditioner product page with specifications

What we delivered

A website where every path ends at a specific air conditioner model.

Home page - interactive model showcases that highlight their key features straight away.
Categories - a well-thought-out structure for the range and dynamic filtering of product variants.
Product page - detailed feature descriptions, photos, interactive elements, user reviews and frequently asked questions.
Blog - articles and reviews with embedded products, added via WordPress widgets and shortcodes.
Mobile version - navigation, loading speed and interactive elements refined for smartphones and tablets.
Design system - components and styles that keep the site's look consistent as new pages are added.

Challenge: a handful of models that have to stand out

The manufacturer has a small range, and every model has features that need to be presented in a way that grabs attention.

The website had to present the products and make choosing easier. The interface needed to be clear to every user group and responsive, while also supporting dynamic filtering of product variants.

Fewer models means each one has to make its own case on its own page.

Fersk blog article with products embedded in the content

Mobile view of a Fersk air conditioner product page

Solution: a page per model and a blog that leads to the range

Every model got a dedicated page, and the home page leads to them through interactive product showcases.

The product page brings together everything needed to make a decision: feature descriptions, photos and interactive elements. Sections with user reviews and FAQ show the product from the perspective of people who already use it.

A blog that leads to the range

WordPress widgets and shortcodes make it possible to embed specific products in content, for example in reviews. The article informs and inspires, and the reader has the product right at hand, without hunting for it in the menu.

Mobile First

From the start, we designed with smartphones and tablets in mind. Navigation, loading speed and interactive elements were refined so that on a small screen users can browse the range, read the descriptions and place an order.

Written by Radosław Kołacki Published 12 March 2024 Updated 7 October 2026