Rust-Oleum
Introduction
Rust-Oleum is a trusted leader in protective paints and coatings, renowned for delivering innovative solutions to consumers and professionals alike. With a rich history of product innovation, Rust-Oleum sought to enhance its digital presence to meet the growing demand for direct-to-consumer (DTC) solutions. The project focused on improving the e-commerce experience for their Wipe New product line and developing a new website for Rust-O, a new line of artist-grade spray paints set to launch in early 2025.
Client
Rust-Oleum
Industry
Consumer Goods
Services
E-commerce strategy
User experience (UX) optimization
Objective
To create a scalable, user-friendly design system that streamlines the development of Rust-Oleum’s DTC websites while ensuring a cohesive and engaging user experience. The goal was to alleviate strain on the tech team by building reusable components and standardized design elements that can be applied to current and future websites.
This project required a comprehensive approach to unify Rust-Oleum’s e-commerce ecosystem. The objectives included refining the Wipe New website for an improved user experience and crafting a new website for Rust-O. A consistent design system was critical for reducing development timelines and delivering a cohesive brand presence across all DTC sites. Research highlighted the need for an intuitive, visually appealing, and mobile-optimized interface that simplifies navigation, enhances discoverability, and drives conversions.
Process
A strategic and collaborative approach guided by user research and industry best practices.
The project began with meeting with key stakeholder about business goals and a comprehensive audit of Rust-Oleum’s existing digital assets. Key user pain points were identified through analytics, which helped inform the design strategy. Prototypes and wireframes were created to test navigation, product categorization, and interactive elements. The iterative process allowed for continuous refinement based on usability testing and client feedback. Accessibility enhancements, including responsive design principles and WCAG compliance, were incorporated to ensure an inclusive experience. The new design system focused on modular components that could be easily adapted across different product lines, such as Rust-O, delivering both efficiency and consistency.
Outcome
The enhanced Wipe New website features streamlined navigation, improved product categorization, and a visually engaging design that simplifies the path to purchase. The new website for Rust-O adopts the same scalable design system, ensuring brand consistency and development efficiency. Both websites are optimized for mobile and desktop, with reusable components that reduce the time and effort required for future builds.
The new design system has empowered Rust-Oleum’s team to efficiently manage and launch DTC websites, setting a strong foundation for their future digital growth. Positive feedback from stakeholders and customers highlights the success of the initiative in meeting both business and user needs.
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