ESP Water Store & Blog Rebrand
Environmental Safety Products (ESP) Water Products was founded in 2003, with a mission of combining an unparalleled depth of knowledge and an intrinsic sense of fairness for customers. This approach fostered a shopping experience that kept customers coming back. Later in 2007, the ESP brand and its ecommerce store were acquired by WaterTech and joined its portfolio holdings, specifically as its B2C offering. In 2011, ESP was sold to a private investor, who continued using its existing branding that aligned with its former parent company. To meet new business goals and align with the ESP rebrand, the website was in need of a complete update.
The ask. Rebrand and distill the ESP ecommerce site and blog into an optimized, low-friction experience that supports conversion rate. While uniting a fragmented visual system and helping the client connect with three highly desirable segments: millennials (researchers), Gen X (DIYers), and boomers (guide me).
The challenge. Create a seamless experience that reinforces the brand vision, ownable characteristics, and customer focus. Limit friction throughout the site by simplifying experiences and bridging key sections.
The execution. In examination, we identified trafficked sections of the site of all engagement levels and their user personas. These insights helped explore how to restructure the experience and bridge funnel gaps to influence conversion rates for both new and returning customers.
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