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Carhartt needed to quickly bring their B2B channel, Carhartt Company Gear, up to speed with the progress and polish of the D2C site. To do so meant a complete overhaul, starting with the ecommerce platform. The core design system needed to be extended to meet the needs of the bespoke experiences within the B2B site, while also allowing it to stand out as a unique buying channel for B2B buyers.
Along with the look & feel overhaul, the underlying framework to support the technology needed to be redesigned to bring highly tailored and often critical B2B functionality to its users.
About Carhartt
Carhartt Company Gear is the dedicated workwear program from Carhartt that provides durable, high-performance clothing and accessories tailored for companies and their crews. Estimates indicate online sales account for nearly $500M of annual revenue.
My Role
Creative Director
Solution
As Creative Director, I led my team and client through a series of workshops to uncover the unique needs and challenges required for a successful relaunch. My team acted as an extension of the Carhartt team, to lift up our collective talents and get my team up to speed as industry experts as quickly as possible. Next, I defined the creative sprints, timeline, and resourcing required to deliver the solution.
With this background, business requirements, and deep user research, we were able to lay out the new information architecture and wireframes, establishing the bespoke user experience. I led my team to utilize cutting edge methods of research, harnessing AI to uncover user and market insights in near instant timeframes. Hundreds of screens were designed to blueprint all of the shopping and account experiences for both the end users and for business admin users.
Among many challenges, we defined the ideal system for creating, managing, and utilizing business distributed stipends. This system was highly complex and required extensive workshopping, critical thinking, and strategic direction to define.
l established the creative direction, demonstrating the all new look & feel of the B2B site experience, extending the D2C design system, and defining the complete response design. The Figma designs were then prototyped for user testing the business critical functions. The multi-step, guided, unmoderated user tests generated detailed qualitative and quantitative feedback, enabling myself and team to further polish the final experience.
Outcomes
The new Carhartt Company Gear site is yet to launch. Early user feedback indicates exceptionally positive outlook and an excited audience, for both shoppers and business users.
I collaborated with my team to define the analytics and KPI tracking strategies, which will compile user engagement data quickly to generate stats and insights. With the extensive user experience and visual design framework established in this phase, future phases will be a frictionless extension and fluid workflow.
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