Renowned for their craftsmanship and sound, Taylor Guitars inspires artists around the world. But for all the passion they inspire, TaylorGuitars.com didn’t sell directly to their fans. To foster a more engaging relationship, Taylor needed to create a best-in-class shopping experience from the ground up.

Inspired by Taylor’s history in the music industry, we gathered insights and strategies that informed an entirely new UX on TaylorGuitars.com. We reimagined both their category and product pages to enhance usability and increase engagement.

Drawing on inspirations from Taylor Guitar’s rich history in the music industry, we outlined a roadmap to success that ended with a best-in-class shopping experience for the consumer.

By delivering an optimized shopping journey for users, we laid the foundation for Taylor’s innovative shift towards a more consumer-centric approach.


increase in organic product page views


increase in time spent on product pages


increase in site revenue


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