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 experience highlights the inherent craftsmanship of building a guitar.
Designing a guitar online
Our Foundation, Your Design
The Challenge
- Define the online Fender Experience by creating an intuitive web-based configuration tool allowing consumers to design their unique instrument.
- Understand the end-to-end processes and ensure the configuration tool provides the appropriate blue prints to assemble an instrument.
The Result
- Fender's first direct-sale business processes. From configuration, to factory floor assembly, to order fulfillment.
Collaborators
- • Mike West
- • Steven Crouch
- • Scott Shipley
- • Brad Traweek
