Stanley Black & Decker

Retooling the digital presence of the world’s fastening leader.

A stronger, easier to access brand for Stanley Engineered Fastening.

Arke created a modern design ecosystem that brought the new Stanley brand to life online and created a seamless B2B experience across all web properties.

  • Create a world class customer experience for all stakeholders
  • Replace the fragmented user experience with a single, master branded website for dealers, engineers, and sales
  • Add multi language capabilities and set standards for all global websites to follow
  • Build out data driven customer personas and performance-based journeys

Arke helped SEF replace the highly fragmented user experience across 14 global properties and 15+ industry verticals with a single, comprehensive website for dealers, engineers, and sales organizations across multiple industries.

Our Approach

Arke worked with company leadership to reimagine its digital experience. The project started with a discovery deep dive by Stanley Engineered Fastening’s internal team. The process included in-depth interviews with more than seventy stakeholder interviews across the user spectrum.

Universally, users wanted a less confusing ordering process and needed much faster fulfillment. Arke then synthesized the findings to identify common themes and pain points the new web experience needed to address.

Create a world class customer experience for all stakeholders.

SEF asked Arke to dig in deep; understand the expanding needs of their customers, stakeholders, and advocates. This required a thorough persona and journey mapping analysis, and a complete content strategy and visual redesign to present one unified brand to their customer base.

Key areas of optimization

  • Identify core personas for personalization efforts
  • Reduce friction in search, order, and fulfillment
  • Optimized search time and order processes
  • Streamline search results to include product stock/availability data
  • Reduce user friction in the “order” and fulfillment processes

Stanley had 14 sites across their Engineered Fastener digital ecosystem all with very diverse visual branding and inconsistent messaging. The effort to drive towards one brand and messaging platform required us to start with the elements that would provide the guidance for UX/UI and visual design decisions later.

Understanding SEF customer gave way to solid foundations for the Future.

5 core personas got analyzed, refreshed and thoroughly documented making sure all customer segment needs are been addressed. Secondly, we documented current state journeys and made phase 2 future state recommendations to enhance experiences as future technology implementations come online. 

Running our strategy and recommendations through the paces before launch.

Comprehensive site architecture, functional annotations, and clickable wireframe prototypes went to QA to ensure all relevant UI principles had been applied to create the best experiences possible before visual design and launch. 

Visual exploration makes a huge leap forward

Mood boards, visual design, and consistent brand messaging incorporated to create a bold visual design system that was not only unique to the fastener industry but would be flexible enough to evolve with their customer needs and vertical growth both domestically and abroad for years to come.  

One branded site elevates CX and prepares brand for globalization.

Realignment of brand into a cohesive master brand supporting all personas

Arke Roadmap

Reimagined ecommerce process enabling better customers engagement

Arke Roadmap

Replaced 14 fractured global sites with a streamlined multi-language globalization effort

Arke Roadmap

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