Making a Complex Ecosystem Easier to Find
Professionals do not all arrive at DEWALT.com with the same goal. Some know the exact tool they need, while others are looking for a compatible battery platform, comparing options, solving a jobsite problem, or searching for support. We examined how professionals approached those needs, how they searched, and how they expected a manufacturer’s website to organize them. That research uncovered opportunities to better align the experience with the language and expectations of the people using it.
Rather than reinventing a structure users already understood, we focused on the moments where the experience could work harder. That meant clarifying ambiguous terminology, surfacing high-interest content, and making browsing more visual and immediate. “Systems” became Battery Systems, while “Trade Solutions” became Jobsite Solutions, creating language that more clearly described what users could expect to find.
The navigation itself became more visual, pairing clearer language with imagery to make a massive catalog easier to scan and understand. Across two tested concepts, every participant preferred the visually led navigation, particularly when technical terminology alone was not enough to identify a tool or system.
Ultimately, the goal was not to simplify DEWALT’s ecosystem. It was to make that complexity easier to navigate, giving professionals clearer pathways into the products, systems, and resources most relevant to their work.
Extending the Experience Beyond Discovery
Finding the right category is only the beginning. Professionals also need clear access to specifications, compatibility, alternatives, and the larger systems surrounding a product. We extended the same principles of clarity into the product experience, making relevant information easier to find, compare, and understand without influencing the decision itself.
Beyond product discovery, we explored how DEWALT.com could better communicate the knowledge, initiatives, and people surrounding its tools. Grow the Trades connected DEWALT’s investment in the industry with scholarships, grants, programs, and stories, while the ambassador experience brought working professionals and their expertise into the broader brand experience.
Flexible content templates allowed these stories to scale, supporting richer profiles when more material was available and lighter experiences that could grow over time. Together, the work expanded DEWALT.com from a product destination into a more connected resource for the trades.
