Knowing that American Standard was a leader in engineering and design, but was not being seen as an arbiter of style, we wanted to reposition them as a design and lifestyle brand. Their website was set up like a technical catalog,
complete with product details and specs, but didn’t have the sleek, modern aesthetics characteristic of design experts. By incorporating more lifestyle images with vibrant photography, we wanted to change the perception
of American Standard being JUST a mid-level toilet company to being a more design-focused home fixtures company, and expanding the brand reach from toilets to complete bathrooms and further into modern kitchens.
We also wanted to merge the existing pro sites with the new consumer site, to create one branded experience for every audience. Sitecore was the ideal platform to streamline the internal process of managing different marketing
messages, as well as allow us to focus on personalizing the website for different personas. From plumbers, to architects, to wholesalers, Sitecore’s personalization engine, enabled us to set up various professional role
profiles and build componentized functionality into the site. In turn, that allowed a user to self-identify with a role either through interacting with the front end site or logging into their ‘My Standard’ account.
Since the redesign, the customer experience has improved by repositioning the brand to be more style and design focused, being mindful of task-driven users, and extending the brand’s product offerings beyond toilets.
Along with our personalization efforts and refreshed visual design, we also re-configured the site navigation and search functionality to give the American Standard site an updated user experience. We added a predictive global search feature, as well as added organized search results. Instead of wading through hundreds of related links to the user’s search term, search results are now broken out by product relevance, part relevance, specs and documentation relevance, and entire site relevance. Therefore, a plumber looking for a specific CAD file or instruction manual can now find that much more quickly.
Interested in creating a digital experience that moves your users to action?