Blending Frigidaire's search with AI.
Enhancing Frigidaire’s shopping experience using OpenAI’s Responses API. The goal: create a seamless chat experience that understands user needs, recommends relevant products, and drives conversions.
Challenge
Shopping for appliances online often leaves users uncertain about which models fit their space or meet their needs. Frigidaire’s site relied on traditional search and filters that couldn’t capture those nuances. The challenge was to reimagine product discovery by integrating AI directly into the search experience — helping users express their needs naturally and find refrigerators that match their specifications and desired features.
Results
The design proved how AI could transform Frigidaire’s search experience into a conversational, guided journey. It introduced organic product discovery, context-aware result types, and subtle motion that brought the interaction to life. Though the concept wasn’t launched, it inspired future AI initiatives that contributed to winning new business.
Starting the Conversation
Through motion and subtle visual cues, the entrance animation signals a departure from traditional search and introduces users to a more conversational AI experience. This moment helps them feel comfortable expressing their needs naturally, rather than navigating product listings and detail pages.
The AI Experience
The experience guides users through key decisions by drawing on real-world needs, appliance specifications, and desired features. Thoughtful pacing and “thinking” states make the interaction feel natural and human. Each exchange refines intent, turning an open-ended question into a clear set of product results and recommendations.
Search Results
Result tabs bridge traditional search with the conversational experience. Product, accessory, and resource categories offer familiar ways to explore, while the chat continues updating relevance in the background. This preserves the usability of standard search while elevating results through the added context and intent gathered in conversation.
