AMERICAN STANDARD
Migrating the largest kitchen &
bath manufacturer to Shopify Plus
- IM Digital x American Standard Case Study
American Standard is the largest manufacturer of faucets, shower-heads, and kitchen & bath technologies. Their massive global platform contained millions of intricacies from thousands of digital properties to vast amounts of content interconnected to DTC and B2B commerce platforms. IM Digital was selected to help liberate the brand from years of accrued technical debt and design a modern, streamlined commerce platform that would support future innovation, scalability, and growth. The objective was to build a fast and intuitive shopping experience capable of serving both direct buyers and trade professionals.
Services
- Commerce Strategy
- Experience Design
- Commerce Engineering
- Data and Analytics
- TotalCare
Commerce Solutions
- Relay
Partners
- Shopify
Our Approach
American Standard serves a diverse audience of direct shoppers and industry professionals. Their digital storefront needed to address the distinct buying behaviors of both groups while moving away from an outdated architecture on an accelerated timeline.
Transitioning from a legacy framework to a modern commerce platform without losing core functionality
Designing intuitive navigation and search pathways to serve dual audiences effectively
Identifying and removing points of friction across product discovery to improve add-to-cart completion rates
Our Solution
IM Digital facilitated an in-depth collaborative experience design process with teams across American Standard’s enterprise to ensure we captured every opportunity and addressed every challenge ahead of platform engineering. Our advisory teams consulted various levels of leadership as we assess global, regional, local technical architectures and deeply reviewed customer behavior, traffic data, and how information architecture impacted customer decision making to hone in on specific points in existing user journeys that were breaking down..
Our research foundationally informed a complete reimagining of American Standard’s digital presence. From restructuring product lists to how product information was displayed, we endeavored to prioritize clarity and ease of use. Ultimately, American Standard chose to refine product variants and cull purchase options displayed, which streamlined the path to purchase for millions of customers.
The biggest results emanated from critical friction points we identified within the on-site experience, we optimized micro-conversion pathways, including product comparison tools, wishlists, and store locators, realizing the seamless omnichannel customer experience American Standard sought for years.
project summary
American Standard’s new digital infrastructure, powered by Shopify Plus and integrated with intelligent tools, search, and discovery supported by Google Cloud Vertex AI culminated in achieving the exact vision we started with. Shoppers are navigating complex catalogs effortlessly, consistently driving incremental improvements to performance.
Launching American Standard on Shopify Plus was the beginning of a deep, long-term, mutually valuable multi-faceted partnership with IM Digital. Our teams continue collaborating on a daily basis through ongoing strategy design, operational support and tactical execution that continuously drive incremental results.
