The American Design Experience was a large-scale initiative that launched Fender into new territories of user experience. We crafted a narrative that guided customers through the process of designing their own guitar online. The developed identity highlights the inherent craftsmanship of building a guitar. Our foundation, your design, is the theme that reminds our customers that we are only the tool for your creativity and anything you make, is truly your own.
- Define the Fender Experience online and through fulfillment. What does it feel like to purchase from Fender Direct?
- Develop an intuitive web-based configuration tool allowing consumers to design their unique instrument.
- Understand the manufacturing processes and ensure the configuration tool provides the appropriate blue prints to assemble an instrument.
- Fender’s most visited webpage for 3 years.
- Created Fender’s first direct-sale business processes. From online configuration to factory floor configuration.