Project Overview
How do you take a business with 21,000 product SKU's multiple demographics and a product that isn't traditionally considered as cool into an easily accessible digital brand? This was our challenge for Sutton Tools, we had to re-engineer an experience that would solve the issues from the existing site.
Project Commissioner
Project Creator
Team
Jason Stockton
Brendon Wright
Hector Lorenzo Pons
Cathy Zhang
Andy Zhang
Michael McGrath
Jean-marc Goepfert
David Tesoriero
Project Brief
Sutton Tools wanted not only to create a new website, they wanted an agency that could think outside the box and create an unparalleled experience for their customers. We (Emote Digital) worked closely with them to create a completely new user experience that has propelled them into a leader in the industry.
Project Innovation/Need
With things such as the Expert Tool Selector we have bee able to make it easy for engineers and trades to find what tool they need for each job. Not all drills work for all materials, so by selecting the material you're cutting into, the type of hole you're cutting and the machine you're using, the Expert Tool Selector will tell you the best tools for the job. (This feature will launch in August).
Beyond the Expert Tool Selector we had to find a way for consumers to find information on the tools they're looking for. The needs here are completely different so we worked with Sutton Tools to categorise and make browsing the products as easy as possible.
Design Challenge
A lot of the challenges around this project were to do with understanding the different market needs as well as regional support. The industrial market for example have extremely complex needs and understanding these and how to make this information accessible was definitely a challenge.
Another challenge we faced was working with the engineers to make them understand the requirements for a good user experience that is not what they are used to. It can often be hard for engineers to visualise a new experience that is not what they have seen before - especially when you're coming up with something that is very simple in comparison to what already exists.
User Experience
With the website we spent a lot of time on creating a user experience that allowed both trades and industrial customers find what they need to as fast as possible. We recreated to user flow to allow the users to follow the path they needed to in order to find what they need.
Beyond that we worked closely with the client on features such as the expert tool selector which is a completely re-engineered way off finding out the tool you need for the job.
Digital Experience - Website - Product
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.
More Details