Miele mobile application strategy

Miele mobile application strategy

Strong platforms need solid foundations

With a heritage stretching back to 1889, Miele has a long-standing reputation, setting the standard as a premium appliance manufacturer and retailer. As consumers around the world increasingly turned to mobile to engage with brands—particularly in Australia—Miele launched a mobile brand website in 2015. Two years later, development commenced on a smartphone app to extend and enhance the Miele brand experience.

We know that our customers in Australia are looking for more than product information, or simply a transactional relationship with our brand. We believe that the mobile channel represents a far greater opportunity to offer a richer customer experience.

— Matthew Jefferies, Head of Own Retail (Miele AU/NZ)

Miele engaged Pugh Morgan to bring the brand’s vision to life. Their desire? To enhance customers lives by empowering them to extract the full potential from their Miele appliances.

Discovery workshop

Discovery workshop

With a distinctly user-centric approach, we developed a strategic business case to help identify the features Miele customers value most, ensuring highly relevant, authentic solutions.

UX ideation

UX concept ideation

Miele strategy document

Strategic Business Case prepared for presentation to head office in Berlin

Miele strategy document


Our efforts to put people at the centre of the brand experience formed the launching pad for a platform offering greater level of content and features—ones that offer real utility and genuine value for Miele customers.


  • User workshops
  • Strategy
  • App UX