Role: Creative Director, UX Designer & Project Management
Problem
The original website struggled with outdated design, poor navigation, and limited interactivity, which hindered user engagement and brand representation. This project aimed to align Schecter’s digital presence with its premium image and high-quality products. In fact, a second redesign was done four years later to add more functionality and integrate with the backend warehouse shipping system.
Solution
Designed an interactive product customization tool.
Implemented a high-fidelity visual design optimized for brand identity.
Developed a responsive e-commerce experience for both desktop and mobile.
Integrated warehouse backend to track inventory and manage shipments
2014 Redesign
2017 Redesign
Process
Discovery Phase: Conducted interviews and surveys to identify user pain points and preferences.
Design Development: Created wireframes, mood boards, and interactive prototypes to visualize the redesign.
Feature Integration: Focused on implementing a 360-degree product viewer and a custom guitar configurator.
Testing: Performed usability tests to refine the user experience.
Key decisions included adopting bold typography, high-resolution imagery, and a dark mode aesthetic to appeal to the target audience of musicians and hobbyists.
Impact
20%
Boosted online sales by within three months of launch.
4x
Increase in user engagement, a 4x rise in time spent on the site.
Reflection
This project highlighted the importance of user-centric design in revitalizing a brand’s digital presence. The success reinforced the value of interactive features and cohesive branding in driving engagement and sales.