Strengthening a Brand
The flagship brand of Ideastream Consumer Products, Vaultz locking storage is carried by many retailers including Target, Walmart and CVS. The products are innovative, stylish and modern – none of which was reflected in their outdated site.
My primary focus was on optimizing conversion and usability, and building a flexible framework to accomodate their frequently updated product catalog. I also wanted to strengthen the brand’s position and help them find their “voice.” Working with their existing logo – already in widespread use on product packaging – I introduced vivid photography, bold colors and strong type that speak to the essence of their brand.
Filtered search navigation, simplified one-page checkout, and product recommendations were introduced to enhance user experience. A clear system of hierarchal buttons and typography improves user interaction, establishing familiarity and expectation.
After completing the design, I followed the same objectives with Ideastream’s other brand family sites, Snap N Store and Find It, as well as their corporate site which serves as a central catalog for all the products.
As a whole, the redesigns have had enormous impact, with year over year sales up +77% as of November 2012.