WD-40 Behavior Design Website
UX/UI Design | Art Direction | B2B | B2C | Retail
The Project
Consolidate three separate websites: WD-40 Multi-Use, WD-40 Specialist, and WD-40 BIKE into one cohesive digital experience that highlights the full suite of solutions that WD-40 has to offer.
The Challenge
Each product line previously lived on its own website, making it difficult to manage and missing opportunities for cross-promotion. Customers often didn’t realize that WD-40 offers more than just the product they were already familiar with, leading to missed sales.
The Approach:
Applied the basic principles of behavior-driven design to create an intelligent website that delivered a personalized experience for every visitor. The site dynamically adjusts content based on user behavior and interests. Whether they’re a DIYer, professional mechanic, or cyclist, each user sees relevant products and solutions for their interest.
The Impact:
The new site not only streamlined management for the client but also delivered strong engagement:
Overall traffic increased by 17% since launch
Returning visits jumped 42%, while new visits grew 13%
Mobile traffic now accounts for 71% of total visits, with a 48% YoY increase
The personalized experience keeps users engaged and helps WD-40 gather valuable behavioral insights to inform future marketing and business decisions.