D'Addario is one of the largest manufactures of musical equipment in the world. Their focus is musical instrument strings and accessories, primarily for guitars but also other fretted and orchestral instruments. The company currently has its world headquarters in Farmingdale, Long Island, New York, and its European headquarters in Newcastle upon Tyne, England.
With thousands of products, global reach and an established brand, D'Addario needed a B2B platform that allowed hundreds of distributors to purchase products in bulk, see insights on purchasing trends and place orders quickly.
That platform I designed did exactly that and more. With features like speed-entry and the ability for publishers to promote products on brand, the experience was built for both shoppers and business alike.
I was lead product designer on the project. I worked closely with UX Strategy, UX Architects, PM's and Account Strategy.
Creative Director, Product Design
The Office of Experience