Burnishing an iconic brand

AGENCY

Web Advanced

CLIENT

Baldwin Hardware

ROLE

Senior Art Director

The team

Andrew McLendon / Chief Creative Officer
Erik Wirtz / Senior Art Director
Aurora Bedford / UX Designer
Reza Assar / Senior Front-End Developer
Paul Barton / Technical Director
Chris Pyle / Application Developer
Paul Yang / Lead Web Publisher
Johnathan Orosco / Senior Project Manager

Agency | Web Advanced

A redesign of a site with a large database of products and marketing needs. The website’s functional goal was to simplify the purchase decisions across Baldwin’s broad range of products. The brand’s strength is its ability to customize virtually any aspect of its hardware. However, the variety of choices is often taken for granted. In addition, we faced the challenge of helping reconcile the language of locks. Know the difference between “mortise” and “tubular”? The goal was to eliminate the potential to overwhelm by diffusing the options across multiple steps, surfacing them within the purchase path only when most relevant.

Guiding users to ideal products without price tags

How might we enhance the user experience to intuitively navigate users towards the products that align with their design preferences and financial constraints, all without mentioning specific price points to avoid channel conflict?

Selecting the right style and finish for your home

The Style Selector was designed to allow customers to quickly determine which subset of Baldwin products best matched their design aesthetics. An intuitively designed tool that significantly enhanced user interaction, as reflected in customer feedback. Users praised its ease of use, citing it as a highlight of their browsing experience.

Adapting to user expectations for product browsing

User research indicated visitors anticipated navigating through products based on Product Type. Consequently, the current strategy requiring users to first understand and choose from an unfamiliar Portfolio category became a barrier to achieving their browsing objectives.

How might we refine the UX to align with users’ natural browsing expectations, removing hurdles and enhancing their journey?

Going broad with a diverse set of design concepts

Awards

Interactive Media Awards
Best in Class
Catalog
Davey Awards
Gold Award
Websites/Online Marketing
American Business Awards
Gold Stevie
Consumer products - Durables
W3 Awards
Gold Award
Consumer Goods
Web Awards
Best Website
Consumer Goods

“The site design and overall experience received very positive reviews. All users felt it was a brand that was indicative of both beauty and high quality. Users frequently commented that they enjoyed the photography, colors, and stylization of all of the pages.”

— aggregated customer feedback