Fender

Fender has been a leading manufacturer of guitars synonymous with rock and roll for decades. The problem was that their brand did not communicate with a younger demographic in the same way. Facing a new direction with their brand, that also meant updating their back-end to Salesforce Commerce Cloud system.

my role

I was able to dive deep into the mind of the younger demographic through a broad spectrum of UX research, UX/UI design, collaborative visual design workshop with my team, and early stage business concept critiques with Fender and my colleagues in a three month period within an agile platform. These efforts created a significant update for the Fender brand.

customer experience

A 40 page document of their current click data for Fender was sent over for my evaluation. After digesting this, it became clear that their existing users would click on an average of three pages then leave without a purchase. I created a low fidelity heatmap to communicate this information to Fender.

wireframes

Meetings with Fender were on a strict two week sprint. One UX and one visual. I created wireframes to be sent to Fender prior to our meetings and also sent to the development team to verify their availability and workload. Using annotations was a form of communication to help encourage all parties to be on the same page when meeting.

user research

After seeing the data for the existing user, I proposed new navigation. This navigation would change the brand strategy to put the artist first and guitar second. With this new brand strategy, it would optimize the CMS system to bring new users and keep existing users. This new navigation addressed one of Fender’s pain points of being able to easily customize the website when they wanted and how they wanted.

mobile

Concepts for Fender came quickly, effortlessly, and in great abundance. The guesswork on what would be valuable to the user was greatly reduced and created in great detail. I developed a page by page UX/UI wireframes to be presented to key stakeholders during our meetings for their approval to move forward.

final delivery

The final artifacts conceived were a series of wireframes that made the visual designs feel tangible, empowering Fender to adapt to a responsive website ready to be released.