Fender

I led the design efforts for Fender’s responsive website, striving to create the best-in-class integrated e-commerce and editorial website accessible on all devices. To provide the right tools for creatives to shop, learn or create their own personalized gear.

Problem Statement:

Fender website was originally built for desktop with a separate shopping domain. By 2020, evidence was mounting that we had more active users on mobile than ever, struggling to find their way between .com and shop domains.
In addition to responsiveness problems and scattered navigation, our shopping experience still wasn’t “best-in-class” as seen in our testing and survey feedback.

Users & Audience:

Shoppers looking for their first guitar, a specific piece, or a gift for their loved ones. Pro players eager for building their own custom gear. Learners who are interested in Music, culture, and learning through Fender play and editorial content.

Outcome:

The outcome is a unified shopping experience for players of any level to browse and shop anything from beginner bundles to customized guitars; integrated with an editorial platform where users can easily navigate to and shop the gear they read about or look at the news and articles on the gear they are looking at.

Lessons Learned:

When the covid hit Fender lost many team members and could not finish implementing the MOD shop on time. I learned about resource scarcity and how to handle these situations. In this case, we made compromises on the variations of the design and responsiveness to release this piece with the rest of the Fender unification project.