Strategic Opportunity

Würth used its acquisition of Northern Safety and the existing product catalog as the foundation for a stronger U.S. ecommerce presence serving both end users and B2B buyers.

The opportunity was larger than a site redesign. The work needed to establish a new Würth USA digital presence, transition the Northern Safety experience into the Würth brand, and create a flexible design foundation for future ecommerce expansion.

A central part of the business model was enabling employees to shop using product stipends distributed through their employers. The experience therefore needed to support both individual shoppers and the business systems behind those purchasing programs.

Approach

As Creative Director, I led a UX designer and visual designer through competitive research, current-state evaluation, requirements definition, sprint planning, creative direction, production, development handoff, and quality assurance.

One of the primary challenges was simplifying a complex safety-product catalog. Product categories frequently overlapped, making it difficult for buyers to understand where to begin and how to find the right products. We used research, benchmarking, information architecture, and iterative design sprints to create a clearer and more streamlined shopping experience.

At the same time, the entire experience needed to transition visually from Northern Safety to Würth. I established the creative direction, translated Würth brand standards into the ecommerce environment, and led the creation of a reusable Figma design system covering components, patterns, tokens, and responsive behavior.

The team worked directly with Würth and Northern Safety stakeholders, developers, and technology partners to carry the new experience through a headless front-end implementation.

Outcome

The new Würth ecommerce experience launched as a modern, branded shopping destination for end users and B2B buyers.

Development progressed smoothly through a structured handoff and close collaboration with the Würth and Northern Safety technology teams. The legacy experience was systematically migrated into the new Würth design system and brand guidelines, creating a consistent foundation across pages and components.

The resulting system established a scalable digital expression for Würth USA, giving the organization a stronger platform for future catalog expansion, ecommerce growth, and continued brand development.