Crayola Case Study

Business Need: Faced with trying to provide a compelling brand experience on the Web while struggling to rein in a site that had grown to unmanageable proportions, Crayola realized a new approach to the information architecture and user experience strategy of crayola.com would be necessary.

Process and Solution: Through face-to-face meetings and collaborative brainstorming sessions, Adaptive Path gathered input from every level of the company -- including the CEO -- in order to craft a user experience strategy for the Crayola.com site. Based on this strategy, we developed an information architecture that ensured that all site content would be aligned with the strategic goals of the business. From that architecture, we created a series of wireframe interface sketches that Crayola's designers turned into a high-fidelity prototype site. The findings from our user research with this prototype will inform Crayola's upcoming redesign and relaunch of the site.

Benefits: Bringing in Adaptive Path allowed Crayola to leverage our expertise in user experience strategy, information architecture and user research, enabling their designers and developers to focus on what they did best: creating a dynamic, visually engaging site. The strategy we developed will serve as the foundation for the ongoing evolution of the site beyond the immediate redesign project, providing a touchstone for aligning future user experience decisions with Crayola's business strategy.

Testimonial: "It was great to be able to rely on Adaptive Path's experience and expertise. We didn't want to reinvent the wheel or cobble together best practices we had read about. We wanted to do it right the first time.

Adaptive Path involved the entire organization, from the CEO to the web developer. This inclusive process gave Adaptive Path a deep understanding of the brand and our goals, as well as giving everyone involved a clearer picture of the strategic issues we were facing. We didn't have to fight to justify design decisions, because the whole user experience was rooted in our business strategy."

Justin Knecht
Sr. Manager, Design Services
Binney & Smith Inc.