Singer Website Redesign
UX/UI — Branding — Website Refresh
I own a Singer sewing machine and never once do I interact with any other touchpoint of the Singer brand beside’s the machine itself. There is a disconnect. Singer.com is not seen as the main source of knowledge about it’s own machine. My goal was to redesign Singer’s web presence in order to in order to create an opportunity to understand and create a dialogue with customers, to project a lifestyle, to innovate, and to elevate the prestige for the 160+ year old brand, with the intended audience consumers under the age of 40.
- 52% of DIYers are 24 to 44 years old
- Leisuring sewing as a hobby is on the rise
- The market for sewing machines is expected to reach 29MM unites by 2024
- Sewing Blogs
- Brother Sewing Machines
- Buying a car
- Buying the perfect pair of glasses
- Buying a specific tool from the hardware store
Redesign Singer.com into a source of knowledge in the world of sewing. Design holistically, improving the user's journey and relationship with the brand beyond just the machine.
The objective of the new site was to:
- Be easy and simple to navigate for customers who are new to sewing and buying their first machine
- Contain a roburt amount of content for customers who own a machine and are looking for projects and inspiration
- Be inclusive to their more niche customers, such as cosplayers.
Sketch, Principle for Mac, Illustrator, Photoshop.