UX/UI DESIGN | ART DIRECITON | B2B | B2C | RETAILBehavior-Driven Website Experience
The Project
Unified three separate product websites into one intelligent digital experience that showcases the full WD-40 portfolio while helping customers quickly find the right solution for their needs.
The Challenge
WD-40's product families each lived on separate websites, creating fragmented customer journeys and limiting opportunities for product discovery. Many visitors only knew the product they arrived looking for, making it difficult to introduce them to the broader ecosystem of solutions.
The Strategy
Rather than creating a one-size-fits-all website, the strategy centered on delivering personalized experiences based on each visitor's intent. By identifying key audience segments (including DIYers, professional mechanics, and cyclists) the experience surfaced the most relevant products, content, and recommendations based on user behavior, so that when the users came back to the website, they would see the products that they were most likely to purchase.
The Solution
Designed a unified website that dynamically adjusts content throughout the experience, guiding visitors toward relevant solutions while increasing visibility across the entire product portfolio. The new architecture simplified content management for internal teams while creating a more intuitive experience for customers.
The Impact
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The Impact
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The Impact
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The Impact
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The Impact
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17%
increase in traffic in the first 3 months
13%
increase in new visitors
42%
increase in returning visitors
48%
YoY growth in mobile traffic
Stats from 2020.