Smart Doorbell: designing ecobee's highest-profile launch
TLDR: The Smart Doorbell was ecobee's highest-profile launch, introducing a brand-new product category. As lead designer for ecobee.com, I owned the design for launch across the PDPs, upsells, and checkout experience. It drove a 140% lift in bundle purchases and beat sales projections by 48% post-launch.
The Smart Doorbell Camera was ecobee's highest-profile hardware launch. Its product page had to introduce a brand-new category, earn trust fast, and feel unmistakably ecobee.
The page carried the whole story: expansive field of view, all-weather durability, smarter alerts, Smart Security, easy install, on-device privacy. My focus was the eCommerce experience, spanning across the Doorbell PDP, the bundle PDPs, global upsell components, and the checkout experience.
From low-fidelity sketches to a polished, ecobee-style launch.
Low-fidelity sketches
I started on paper, sketching the page skeleton: the nav, the hero, and the order of the reasons-to-believe (field of view, reliability, smart alerts, install, privacy, sustainability). Fast, disposable wireframes to argue about flow and story before touching pixels.
Art direction & photoshoot
My ideation helped inform our creative design team. Working with them, we built out black-and-white storyboard mockups of each key moment (a package at the door, answering from anywhere, night vision) that doubled as the brief for the photoshoot and as artifacts we could put straight into usability testing.
Usability testing
Collaborating with our research team, we ran usability testing to inform the direction of the hero component, the bundle upsell placements, and overall confidence in the Smart Security copy.
CMS component design
I designed the high-fidelity page as reusable CMS components, including a new hero component and a new carousel gallery, so marketing could build and maintain this page (and future ones) without engineering every section by hand.
Low-fidelity work: mapping the USP and RTBs to skeletons, then to low-fidelity frames (this was before AI totally changed my workflow!).
The launch shipped as a fully CMS-built product page on ecobee.com. The new hero, the carousel gallery, and the directed photography all assembled from the components.
I also designed ecobee's bundle pages. Upselling techniques (savings framing, clear "what's included" breakdowns, cross-sell of complementary devices) drove a 140% lift in purchases.
See them live: Total Security & Savings Bundle ↗ · Home Security Bundle ↗