Web Design
UX, UI, Brand Identity Evolution
Done with Barrel
2023
Craftsman is a nearly 100 year old brand offering a wide range of tools, equipment, and storage to help with life’s everyday fixes.
One of the primary goal’s of the website was to educate users on the benefits of “system” shopping, which allows users to swap out a single battery throughout their many tools.
In addition, we wanted to make sure the strong visual elements that users have come to know on the products themselves (notably the chisel lines) were integrated into the digital design system.
Craftsman as a brand is able to integrate itself into every aspect of your life. From small fixes or mowing the lawn to large projects, Craftsman is there.
Given Craftsman’s robust catalogue, it was important to make sure the user experience via the navigation was clear. We also made sure to expand the search bar at all times to allow users to get to what they’re looking for as fast as possible.
One of the unique factors of Craftsman was their partnership with retailers, such as Lowe’s & Ace. It was important to make sure users could shop via these additional channels.
A critical step early on was to utilize user testing, via Helio, to see which concept users preferred. To ensure a better result, we made sure to focus in on “DIY enthusiasts” as a user category.