Innovation and usability with Electrolux for Owners

A smoother ownership experience

You rummage around in messy drawers for the instruction manual for the oven to find out how that grill program actually works. The washing machine has broken down and you are frantically searching online for contact details to book a service. Familiar scenarios for many, which Electrolux for Owners aims to remedy: scan the QR code on your product to get to a landing page for that specific product, with simple step-by-step guides and practical shortcuts for service bookings, spare parts and product registration. And yes, the regular instruction manual is also available for download, for those who prefer the classic, analogue experience.

Careful testing and extensive setup

Electrolux for Owners was launched in the fall of 2023 in connection with washing machines and tumble dryers rolling out from the Electrolux factories with new QR code-equipped product decals. For our team of Content Managers, the project had by then already involved rigorous work with structuring in Optimizely Headless – the CMS that had been chosen for the purpose – followed by extensive setup of the new digital product guides. Before that, our testing department had carefully turned and twisted the functionality to ensure that the solution was robust and reliable at launch.

Broad rollout on almost 70 sites in over 30 countries

The launch was a success and throughout 2024 Bombayworks then worked on the rollout of another hundred guides for additional product categories. When all was said and done, our Content Managers had created approximately 5,500 individual pages in the CMS, with different versions of the user guides for several brands on up to 70 sites. The content was translated into about 20 languages, where we at Bombayworks handled all coordination with the translation agency and the local teams that were responsible for proofreading. Our Nordic team took care of all text editing and quality assurance for the Swedish, Finnish, Norwegian and Danish sites.

Measurable effect for the digital guides

The new functionality had an immediate positive effect on, among other things, product registrations and the statistics showed that users had great success with the guides. Today, our Support team works with ongoing updates of the 140 product guides as well as the rollout of new features for Electrolux for Owners that are developed in collaboration with Electrolux design and development partners.