Direct Tools

Find the right tool for every job.

Direct Tools

Project Goals

With over 35 brick-and-mortar locations nationwide and an e-commerce site offering over 1,500 SKUs, Direct Tools Factory Outlet relies on quickly getting customers to the right product. WHQ was tasked with creating an optimized online shopping experience to help Direct Tools Factory Outlet bring the best new, blemished, and factory-reconditioned, brand-name tools to more customers.

Our Solution

We revamped Direct Tools Factory Outlet’s entire navigation infrastructure to meet ADA standards and create a fast shopping experience on desktop and mobile. Our process began by establishing six user personas and identifying solutions that would serve all of them. From there, we rebuilt and reorganized SKUs with keyword-friendly descriptions and a delineated hierarchy. Finally, we optimized the checkout experience to ferry customers from search to sale in fewer clicks.


With an optimized and reorganized e-commerce site, we enabled Direct Tools Factory Outlet’s customers to navigate to any product in one click. Our work also opened doors for more users to navigate products effectively via high-contrast design choices, keyboard-only browsing, and product descriptions that expanded text-to-speech capabilities. The resulting streamlined architecture and SEO measurably improved site load times and brought to the first page of Google searches.


  • Website
  • Ecommerce


  • Web Design & Development