Fender Guitars

A full site design and platforming with content integration.

Challenge

Fender Guitars decided to start selling online.  Perhaps the biggest tension in bringing the products to the web was to allow for the deep catalog to be on full display in navigation and accessible to those not familiar with Fender’s often idiosyncratic terms and organization.

Hypothesis

Products are better comprehended by customers if reinforced with distinctive shapes rather than just names that have little traction with the uninitiated.

Methodology

Review analytics report for opportunities and challenges.

Convince business of radical (aka user-friendly) way to organize their products.

Design flows and wireframes highlighting information level at various stages of navigation and filtration.

Finished designs featuring assets of product and features.

Solution

A visual navigation providing the outlines of products that are readily identifiable for some user segments.  Difficult-to-understand features are reinforced in the filtering structure with swatches or additional text.