In winter 2017, Tool Shop was due for a ground-up redesign. Many weeks were poured into the development of the new look between graphic designers, the marketing team, and management. When the dust settled and it was time to turn the new idea into a reality, I was the man they asked to make it happen.
No detail was left untouched on the redesign. White space was controlled, image placement was improved, and site speed was improved from over 11 seconds to under 6 – a massive improvement given the infrastructure of the site and needs of the marketing team. Site speed is possibly the most crucial element for customer conversion and retention, after all.