Neighborhood hardware, global reach
Role
Designer & Content creator
Duration
2015 - 2017
Company
McLendon Hardware
Primary program
Adobe Creative Suite
OVERVIEW
McLendon Hardware E-commerce
McLendon Hardware was lacking in their online presence and was in need of a responsive retail site. My team created a fresh aesthetic and voice to introduce new customers to the unique hardware store while retaining the existing customers. This project was a fast turnaround, within 4 months we had a rebranded site up and running for the hardware store. The full site experience was launched in 3 phases with enhancements that were built out over time.
BACKGROUND
Challenges
Bringing the physical to digital
Translate McLendon's distinctive in-store experience to a digital environment
Multiple stores and a ton of product
Build an intuitive platform to display 80,000+ products with store-specific inventory
Appeal to different types of customers
Create systems allowing online purchases with in-store pickup. The need to design an experience that would appeal to both tech-savvy shoppers and traditional hardware store customers
THE PROCESS
Analysis and research
Audited the existing website. Mapped out content for reuse. Collaborated with team on brand direction and website styles.
The outdated and limited website
Began with comprehensive stakeholder interviews and customer research to understand the unique values that made McLendon different from big-box competitors.
Developed information architecture focusing on three key user journeys:
Product discovery and purchase
Store location and services information
DIY project education and inspiration
Audited the existing website. Mapped out content for reuse. Collaborated with team on brand direction and website styles.
Conducted site audit
THE PROCESS - PHASE 1
Design & development
Rebranded, informative and content heavy pages. The emphasis for this phase was to create a site where customers could easily get store information, services, specials and spotlighting the company’s heritage. We also wanted to provide customers with rich content to help educate the renter, the new homeowner and the seasoned DIY’er.
The outdated and limited website
Conducted site audit
THE PROCESS - PHASE 2
Enhancing the customer’s experience
A more e-commerce based site, allowing customers to browse over 80,000 products that are available at all 7 stores. The products also allowed customers to see the inventory available at the store locations. Customers were also given the ability to create accounts and shopping lists to make the in-store shopping experience easier and more enjoyable.
The outdated and limited website
Products online
Launched 80k skus. Customers could see store inventory by location. Customers could create shopping lists that would enhance their in-store shopping experience.
Conducted site audit
THE PROCESS - PHASE 3
Serving the PNW customer
Continued enhancements include:
addition of the garden guide
BOPIs
The outdated and limited website
Conducted site audit
Results
Impact
80,000+ products online
The updated site significantly improved McLendon's online presence while maintaining their unique brand identity, strengthening customer engagement in an increasingly competitive hardware market.
Improved shopping experience
Customers able to create shopping lists for an improved in-store experience. Customers could also order, purchase and pick up in store.
A PNW gardener’s destination
Gardening in the PNW blends age-old techniques with contemporary trends, cultivating a lush and vibrant landscape.
LOOKING BACK
Reflections
This project was a rewarding opportunity to merge design, technology, and brand storytelling, delivering a platform that met customer needs while supporting McLendon Hardware’s growth.
I was fortunate enough to assist on all aspects of marketing for the brand, teaching me how to lead and execute projects from conception to implementation. Built my photography, CSS/HTML skills, and grew my knowledge of UX/UI best practices.
Creating a TV spot was fun too! Check it out ↓