FOTILE
FOTILE is a global kitchen appliance brand built on craftsmanship, precision, and design. Entering Indonesia's high-end consumer market meant convincing a buyer who researches for weeks before ever stepping into a showroom. A brand this deliberate about its products needed a digital presence just as deliberate, and the existing site wasn't it.
Challenge
The existing website didn't match what FOTILE was selling. Outdated UI. Misaligned navigation. An aging technology stack that couldn't keep pace with a growing product range. For a buyer considering a multi-million rupiah appliance, first impressions happen online long before they happen in a showroom. Someone comparing FOTILE against other premium brands, deciding which one even deserves a visit. Someone who wants to see the technology, not just read a spec sheet. A website that felt generic wasn't just a design gap, it was quietly working against every other brand investment FOTILE was making.
My Roles
I owned this project end to end as the sole Product Designer, from architecture analysis through to UI handoff. I worked alongside the development team and managed the design relationship with FOTILE Indonesia's stakeholders as the primary client contact.
Process
I started with an architecture analysis and benchmarking against premium kitchen appliance brands in comparable markets. The central question was how to adapt FOTILE's global identity to Indonesia's high-end buyer, keeping the international premium feel while making the platform immediately legible to a local audience. From there, full UI design across product showcases, service, and store discovery. Then development, QA, launch.
Key Decision
Visual Language Built For a Premium Audience
FOTILE buyers are considering purchases in the multi-million rupiah range. The visual system needed to reflect that, full-bleed product photography, generous whitespace, an editorial hierarchy that let the products speak instead of a catalog structure that just listed them. A site that felt functional but generic would have undercut the brand's positioning, no matter how good the products actually were.
Store Locator Treated as The Primary Conversion Point
High-consideration appliances aren't bought online, they're evaluated in person. Getting someone to a nearby showroom is the actual goal, not a secondary feature buried in a footer. So I gave the store locator prominent placement and a clean search by city or postal code, making the path from product interest to physical visit as short as possible.
CMS Built For The Client's Internal Team From The Start
FOTILE Indonesia's product range keeps evolving, new models, new promotions, new articles. Building CMS independence in from day one meant the internal team could update products, banners, and content without a development ticket every time. That's an ongoing operational saving, not a one-time convenience.
Validation
The design went through an internal review with the MAI team before being presented to FOTILE Indonesia's stakeholders. Feedback from both rounds was incorporated before the platform launched.
Solution
The rebuilt fotile.id delivers a premium visual experience across product showcases, after-sales care, and an authorized store locator, built on a modern technology stack with a fully operational CMS. FOTILE Indonesia's team can now manage products, articles, and banners independently, without developer involvement.
Result
- 10,721 Sessions recorded since launch
- Organic search generates 27.71% of all traffic with a 57.39% engagement rate and an average session time of 1 minute 10 seconds, the strongest engagement signal of any channel
- Store locator is the 4th most visited section on the site, validating the decision to treat it as a primary conversion point
- 137 Pages Indexed across product categories, service, and information sections
- Developer-dependent content management replaced with a CMS the FOTILE Indonesia team operates independently
- FOTILE returned for a second engagement, FOTILE Care, reflecting confidence in the first platform's delivery
Amidis Water