ESP eCommerce & Blog Rebrand
Established in 2003, ESP Water Products was built with a commitment to staying at the forefront of advancements in water filtration innovation and technology. Since its start, the company was acquired and added to the Water Tech Corporation portfolio as its e-commerce direct-to-consumer business. In 2011, ESP was sold to a private investor and continued using its existing website and branding, which aligns with its former parent company.
The ask. Rebrand and distill the ESP eCommerce site and blog into a modern, impactful look, 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 successful design solution aligning the company’s vision and ownable characteristics with its focus on customers. Limit friction on the site by distilling experiences and bridging various sections.
The execution. In the examination, we identified trafficked sections of the site of all engagement levels and their user personas. These insights assisted in shaping the exploration of restructuring the experience and bridging gaps in the funnel to help influence conversion for new and return customers.
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