Challenges
  • Brand differentiation in a highly commoditized industry
  • Help customers find the right product
  • Speak to the Pro and the DIYer
  • Buried product information and specs
  • Hard to maintain website with outdated CMS
Solution
  • In-depth stakeholder focus groups, competitive analysis, and analytics review
  • Digital plan and 3-year digital road map
  • Robust IA and wireframes
  • Re-imagined responsive design concepts
  • CMS selection process
Outcomes
  • A clear digital strategic plan DAP can work towards year after year
  • Reorganized information architecture to allow users to find things in multiple ways
  • Modern, clean design focused on innovation while honoring the legacy of a great brand
  • A best-in-breed CMS selection for a solid foundation