PERSONAS APPLIED

Persona based design provides enduring structure and usability.

The Challenge

DEWALT was long overdue for a website redesign but was struggling with the information architecture and nomenclature. The existing site was based on divisions of the company that created products and whatever terminology the development team would garner the most SEO. Thus, products weren’t well categorized, and people were viewing everything based on long form terminology. EX: 1/2″ VSR Pistol Grip Drill with E-Clutch Anti-Lock Control”.

The Solution

Talking with the folks who actually use their hands to build hospitals, banks, houses, restaurants, offices spaces, etc., it was obvious that nobody on the job site would say, “Hey, can you hand me the 1/2″ VSR Pistol Grip Drill with E-Clutch Anti-Lock Control?” They’d say, “Can you grab the DWD220?” Additionally it was revealed that the number one reason they went to the site to “see what’s new.” They like their toys . . . I mean tools.

Another insight came from the frustration of tool owners who needed replacement parts. Parts were in a different navigation system. Completely unintuitive for folks who know the model and came to DEWALT.com to get parts.

The Result

From the launch date it was apparent that it was a success. Analytics revealed users were using the navigation and search tools to find products more quickly. Bounce-rates and “backwards” navigation reduced significantly. Inquiries and sales of parts and add-ons also saw significant upticks.

Restructuring the site navigation and categories to feature “What’s New” garnered the lion-share of traffic. Highlighting the product numbers allowed folks to immediately identify the tools. Though tamed down today the prominence of product numbers and “What’s New” as well as the overarching categories are all in tact. Also, the prominence of large, tough, hands-on images is still leading the way.

Applied in 2010 and enduring to today personas provided long-term practices still on the job.