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American Standard DXV

In its fifteenth decade, American Standard wanted to celebrate their rich heritage by launching a luxury bath and kitchen brand—a digital flagship known as DXV.

A photo of a laptop computer with the American Standard DXV website on the screen

Services Provided:

  • UI / UX Enhancements
  • AT Series Landing Page
  • Web Design
  • Content Management
  • Sitecore Development
  • Front-end Development

With over 70 unique, patented products and styles, the DXV portfolio is artfully curated into four design movements: Classic, Golden Era, Modern and Contemporary. But DXV wanted us to focus on one product in particular, the SpaLet—a new smart toilet with innovative sensor technology.

To complement the SpaLet's sleek, sophisticated design, we created an interactive landing page with video, hover state functionality and 360–degree product views. We implemented clean, modern accents with a lighter and brighter background—a stark contrast from the original backdrop.

A screenshot of the American Standard DXV website on mobile devices
  • AT Series
  • AT Series
  • AT Series
  • AT Series

Our next initiative was to redesign DXV's entire home page, maintaining the same look and feel as the SpaLet landing page, while aiming to bring visitors deeper into the website. To do so, we enabled multiple calls to action to promote and expand upon DXV's impressive collections and design movements. We implemented top banners to promote professional designer panelists, inspiration boards and Decade 15 Magazine—an in-house resource specifically geared towards the design community.

We re–worked the back end of DXV's website so that all visitors could create personalized accounts to track home projects and save their favorite products. As a result, sharing those products and collections became easier than ever through social media feeds that would link to their profiles.

A screenshot of the American Standard DXV website

Today, we continue to partner with DXV to develop their product and community sections, while cultivating better brand engagement amongst design professionals and homeowners alike.