Frederick Lee

Stanley Black & Decker Website Refresh


Stanley Black & Decker
Corporate Website Refresh

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Stanley Black & Decker is a Fortune 500 American manufacturer of industrial tools and household hardware and provider of security products with many major brand branches and long history. However, they didn't have a refined website that can show who they are and what they do. Hence, my team with reinvented their corporate website to refresh the visual and user experience.

Result: In the first 4 months since the launch, engagement has improved with increased user time on the site and a 29% increase in page views in the Careers section alone.
Site Experience

Early Stage Research

By constant communicating with client's internal and external stakeholders and strategy team, my team concluded refreshed Stanley Black & Decker's website needs:

  1. Easy access to the most popular contents & straightforward search functionality;
  2. Templated pages to allow the internal team to manage the website easily;
  3. Compatible with all types of devices and operating systems.

My team narrowed down the most popular contents and decided hierarchy by debating with client internal marketing strategy team as we were creating a wireframe.  


Landing Page

On the landing page, we focused on visualizing about Stanley Black & Decker with featuring their corporate video, working environment photos, and three main primary missions. Overall, landing page includes links to the most important pages with hierarchy.


Interior Pages

Since the website should be manageable by the internal team, I created the five templates including basic pages and four other unique pages. In this way, Stanley Black & Decker could edit their contents and news regularly without an effort. Each interior page includes image header, factoids, related pages, links to external pages, and page share.


Navigation & Search

The simple navigation and search function allow users to browse multiple pages quickly and find the contents they are looking for in shorter time. 

Simulation of Navigation & Secondary Navigation
Simulation of Search and Search Result Pages


Stanley Black & Decker research team analyzed that the significant number of users use the mobile to access their website, so my team put extra effort for responsive design as well as testing the site with different operating systems. 



Stanley Black & Decker corporate website won:

  • Silver Prize from International iNova Awards
  • Outstanding Achievement from Web Marketing Association
Client: Stanley Black & Decker
Design & Development: ideas on purpose
Product Designer: Frederick Lee
Strategist: Michelle Marks
Project Manager: Jonathan Alland
Developer: Klunk & Millan Advertising