Father’s Day and the Holidays are Leatherman’s busiest times. What we found was that visitors to the site were adding multiple tools to their carts, but ultimately only choosing one, or seemingly becoming overwhelmed and abandoning the cart altogether. We needed to design a Gift Center—an experience that could help customers decide quickly and succinctly which tool to buy for their loved ones.

My Role

Lead designer: discovery, user research, design, wireframing, prototyping

It’s about options

Our research showed us that our gift-buying customer base shopped for Leatherman tools in three ways: price, features and lifestyle. So we set out to create an experience that would honor each of these approaches, but feel unified in visual brand identity. The result was a landing page that allowed customers to shop the way they wanted to, while possibly introducing them to new way of thinking about Leatherman tool users.