Our Challenge

When Stanley Black and Decker’s largest brand DEWALT decided to refresh its digital platform with a new responsive user experience, it turned to Bluetext to lead the research, strategy, and design phases of the project. The project began with a discovery and planning phase to inform user experience strategy. Bluetext conducted extensive competitive analysis and research, did extensive analytics and SEO review, and met with dozens of stakeholders as well as customers to ensure that every attitude, bias, and expectation was considered in the discovery process.

Spanning Strategy to Solution

The results from the discovery process enabled us to create personas, product taxonomy, user journeys, analytics, and KPIs that were critical guiding factors for the user experience process. The Bluetext team designed over 30 fully responsive templates (sitemap, wireframes, color comps) with reinvigorated functionality.


A Re-Imagined Website User Experience

Our modern design approach is logical and user-friendly, focused on shortening the user path to purchase while never losing sight of the brand pillars that make DEWALT the American Made powerhouse it is.

“From inception, we set the bar as high as imaginable. We pushed Bluetext to think outside of the box at every stage of the process. Bluetext was creative, analytical, and a pleasure to work with. Their efforts were a big part of the success of the launch of our new digital platform.”
Senior Director, Global Digital Team-Stanley Black and Decker

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