Direct Tools

With over 35 stores and an e-commerce site offering 1,500+ SKUs, Direct Tools Factory Outlet needed a faster, more accessible way for customers to find their products online. WHQ was brought in to overhaul the user experience, ensuring a seamless path from product search to purchase while optimizing for ADA compliance and SEO performance.

We revamped the entire navigation structure, creating six key user personas to guide our approach. By reorganizing SKUs with keyword-friendly descriptions, enhancing accessibility with high-contrast designs, and optimizing checkout, we ensured customers could find precisely what they needed in fewer clicks. The result? Faster site load times, improved SEO, and a shopping experience that gets customers to the right tools in a few clicks.