UX Research & Design
SawStop
UX Research & Design
Overview
SawStop, a leader in table saw safety technology, sought to redesign and develop a new website on WordPress to enhance user engagement, improve accessibility, and provide a seamless digital experience for both new and experienced woodworkers.
As part of this initiative, we employed a rigorous UX and UI design process grounded in user research, accessibility standards, and industry best practices. The redesign followed Web Content Accessibility Guidelines (WCAG) 2.1 to ensure an inclusive experience for all users.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
My Role
As the Lead UX Designer, I spearheaded the design strategy, user research, wireframing, prototyping, usability testing, and cross-functional collaboration with developers, business analysts, and stakeholders. My primary focus was to align user needs with business objectives while ensuring a seamless and accessible user experience.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Contents
Phase 1: Research & Discovery
UX benchmarking using Baymard Institute
HEART Framework to Measure and Improve Your App’s UX
User Journey + SWOT
User Personas
Phase 2: Design
How might we…
Low Fidelity Wireframes
Usability Testing
UI Kit
High-Fidelity Design
Phase 3: Development
Phase 4: QA Testing
Phase 5: Launch & Deliver
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
In the design process we leveraged the Double-Diamond Model which features periods of ‘divergent’ and ‘convergent’ thinking.
These periods supercharge our ability to:
Gain insight and define the existing problem space/future opportunities through a human-centered lens
Explore and create impactful solutions that meet customer needs and business goals, then de-risk those solutions with rigorous, rapid testing
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Phase 1: Research & Discovery
In this initial phase, our focus was on gaining a deep understanding of SawStop’s brand identity, business objectives, target audience, and user behavior. By delving into these key aspects, we set the foundation for informing the design and development of the new website. This comprehensive research phase enabled us to establish clear benchmarks and insights, guiding our recommendations to enhance the website’s functionality and responsiveness.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Existing State Analysis
We wanted to assess the product’s current state and identify areas for enhancement. Our analysis included the following components, which informed the design and development of a more effective, user-friendly product:
UX benchmarking using Baymard Institute
HEART Framework to Measure and Improve App’s UX
User Journey + SWOT
User Personas
By leveraging these analytical tools, we gained valuable insights into the existing user experience landscape, paving the way for targeted improvements in our redesign efforts.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
HEART Framework
We posed high-value questions aligned with the HEART framework, focusing on Happiness, Engagement, Adoption, Retention, and Task Success. By asking these targeted questions, we aimed to measure the success of our design and assist product and development teams in making informed decisions that address both business and user needs effectively.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
User Journey + SWOT Analysis
In this phase, we conducted a comprehensive analysis of the major segments that comprise the holistic user journey.
Strengths
Identified areas where SawStop excels and outlined strategies to maintain and enhance these aspects.
Weaknesses
Identified areas requiring immediate attention and devised plans to address them effectively.
Opportunities
Explored avenues for innovation to surpass customer expectations and drive growth.
Threats
Identified external hazards and developed strategies to mitigate risks effectively.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Meet our two user personas
In this phase, we conducted a comprehensive analysis of the major segments that comprise the holistic user journey.
Strengths
Identified areas where SawStop excels and outlined strategies to maintain and enhance these aspects.
Weaknesses
Identified areas requiring immediate attention and devised plans to address them effectively.
Opportunities
Explored avenues for innovation to surpass customer expectations and drive growth.
Threats
Identified external hazards and developed strategies to mitigate risks effectively.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
What We Learned
The website must cater to both new and seasoned woodworkers. The previous design did not address the needs of new entrants and primarily focused on serving established users. Our research showed that the number of new visitors to the site is equal to the number of seasoned woodworkers and existing customers, highlighting the need for equal consideration of both user groups.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Phase 2: Design
User Experience Design is critical to the success of a brand new website. Our UX process is informed by an active and thorough research process and then results in the creation of sitemaps, journey maps, an overall understanding of information architecture, and finally wireframes.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Sitemap, User Flow & Wireframe
During collaborative whiteboarding sessions with colleagues, we crafted an MVP sitemap to outline the website's structure. We then translated these ideas into rough wireframes, facilitating a preliminary visualization of the user journey.
Subsequently, we rigorously tested and optimized the user flow using Optimal Workshop, guaranteeing a seamless and intuitive navigation experience for all users.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
How might we...
Discover the brand
Investigate the brand
Commit to purchase
Build and customize
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Purchase from retailer
Use and experience
Customer support
On-going engagement
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
1.
How might we…Discover the brand
Raymond has been contemplating to adopt woodworking as a new hobby for the last 2 years. He first heard of the SawStop brand while speaking with various friends and acquaintances about the infamous ‘hot dog’ video. Raymond is intrigued and wants to learn more about how the technology works. Weeks have passed, and Raymond fails to remember the exact name of the brand from the mentioned video. But with Improved SEO, Raymond is able to discover SawStop.com via google search with the search terms ‘safety saw’ and ‘woodworking.’
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
2.
How might we…Investigate the brand
New comers to the site would be overwhelmed and wouldn't know what questions need to be asked.
The New Entrant Wizard makes the process of learning about the brand (and woodworking) easy. It includes an FAQ, a contextual guide to help users determine what they plan to do with the saw.
Add a series of testimonials, ratings, and reviews from other new-entrant SawStop customers
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
3.
How might we…Build and customize
Introducing Build-Your-Own.
Raymond is convinced. He is ready to build, customize, and purchase his Professional Cabinet Saw. With Build-Your-Own, Raymond can select prefabbed setups according to his project and wood-material needs. He is also able to customize with cross-brand compatibility. Raymond gets real-time feedback on total-size and footprint of the saw as he adds and removes different components. When Raymond is finished, he can easily save his creation, send to an AdvisorPro for review/validation, or export/share to a printable (or mobile friendly) format for future reference.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
4.
How might we…Purchase from retailer
Raymond has fine-tuned his model and is now ready to transfer his selection to a local retailer. Raymond is new to this and is unfamiliar with which local store will best fit his needs. He is particularly anxious that all details of his selection will be correctly processed. Build-Your-Own and AdvisorPro guarantee a warm hand-off from customer to retailer.
Raymond can now look for nearby dealers and ensure if they have a specific saw or now all from the website itself.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
5.
Use and experience
Raymond receives the delivery of his brand-new saw. He is thrilled. With the highly praised manual, set-up is easy and done within just a few hours. Raymond gets delighted by receiving a courtesy call from his AdvsiorPro* who reaching out to confirm the delivery and setup went as well as expected.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
6.
How might we…Customer support
It has been two weeks of Raymond using his saw. He loves it. He is able to make basic cuts and has crafted small end-table for his guest room. Raymond is looking to enhance the challenge of his new hobby by seeking inspiration for his next big project. With the Outfeed (now called WORKBENCH), Raymond can consume curated, user-generated content that provides helpful tips on new cutting techniques.
Raymond is able to read a breadth of customer content that ranges from newer entrants like himself, to more seasoned woodworkers. The Outfeed (now called WORKBENCH) leaves Raymond informed and inspired to take on the next big project.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
7.
How might we increase the…
On-going engagement
Fast-forward three years later. Raymond has relished in his woodworking hobby. He has made upgrades to his PCS with ease thanks to the ability to iterate on his saved model in Build-Your-Own. Raymond is a seasoned woodworking veteran in the making. He regularly visits the Outfeed (now called WORKBENCH) section where he has learned from and taken advice from hundreds of other customers. Raymond’s skills have improved so much that he has gone from a content consumer to a content contributor. Raymond engages regularly by sharing his own content, product set-up, and personal projects for other users to read.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Low-Fidelity Wireframes
These low-fidelity wireframes help demonstrate the functionality of the website and the user experience throughout. The skeletal format allowed for rapid iteration.
Wireframes and non-functional prototypes were created for both mobile and desktop experiences, with a focus on approximately 35 distinct page views, resulting in a total of 70 screens.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Usability Testing
Prototypes were then reviewed and tested with limited user groups to ensure that functionality is delivering on the intended experience.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
UI Kit & Design
All outcomes of research, discovery, and UX design are documented into specifications for informing UI design and development activities.
Finally, a UI kit was developed to inform the system of interactions throughout the site and supplement the high-fidelity designs and prototypes.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
High Fidelity Design
Once the wireframes were approved, the prototype and corresponding designs evolved to include a high-fidelity look and feel. This includes layering the SawStop brand over the wireframes and creating unique graphics to fulfill the overall vision.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Navigation
Based on our UX research, we have implemented two types of navigation menu on our website: primary navigation & courtesy navigation.
The primary navigation is designed to be the most prominent and easily accessible navigation menu on the site. By using images in addition to text labels, we aim to make the navigation intuitive and easy to use, even for those who may not be familiar with the site.
The courtesy navigation bar is located at the top of the page and is intended to provide quick access to less frequently used links. By separating the most frequently used links from the less frequently used links, we aim to make it easy for users to find what they need quickly and efficiently.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
All Saws
This section is located in the second scroll of the homepage and displays all sections. We wanted to ensure that users have visual access to all sections, including the price and other details, on the homepage itself.
To ensure that all information is easily accessible, we have also included minimized descriptions on the right side, which can be viewed even without highlighting the section.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
User Generated Content
Our goal is to be a one-stop-shop for all things related to woodworking, catering to both new and experienced users. To drive traffic and keep users engaged, we have introduced user-generated content, including:
How-Tos: In partnership with expert woodworkers, SawStop offers free plans that utilize your table saw.
Tips & Tricks: These resources are ideal for new woodworkers and provide helpful tips for building their projects.
In The News: This section displays the latest product news and media coverage.
Accident Victims: Stories from individuals who suffered tragic incidents before purchasing a SawStop.
Finger Saves: Tales from users who have saved their fingers thanks to SawStop.
Testimonials: Reviews and honest feedback from our customers.
Events and Trade shows: Keep up with upcoming events where SawStop products will be on display.
By offering this diverse range of user-generated content, we hope to create a dynamic and engaging experience for all visitors to our site.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Phase 3: Development
Devs do their magic!
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Phase 4: QA Testing (UX Sign-off)
During this phase, I worked closely with the dev team to ensure that the UI and UX met the high standards we set for our users.
By testing every aspect of the design, we were able to catch any bugs or glitches and make any necessary adjustments before the final launch.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Phase 5: Launch & Delivery
Finally, the moment we had been working towards had arrived!
The feedback from our users has been overwhelmingly positive, and I’m thrilled to know that we’ve created a product that not only looks great but also delivers an exceptional user experience.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Future State:
New Entrant Wizard
Exciting developments are currently in progress and will be available soon.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
What We Achieved
We successfully tackled a complex problem, simplifying it for our users and resulting in a product that is both aesthetically pleasing and user-friendly. Throughout our design process, we also prioritized accessibility to ensure that our website is usable by all individuals.
Our website has evolved into a thriving community where newcomers come to learn and veterans come to share their knowledge, ultimately leading to increased traffic and boosted sales of our products.
Our meticulous attention to design detail and unwavering focus on the user, including accessibility, has paid off. I am proud to have been part of such a talented and dedicated team.
Stephen Mayer, a Salt Lake City native, was nurtured in the publishing world by his magazine-running father and developed a fascination for fonts upon receiving a Mac for his family. During his collegiate years, he skipped lectures and gained knowledge about typeface—and life—by working as a designer for his university newspaper.
He also worked independently as a consultant, bridging the gap between typeface creators and users, always championing the needs of both parties. Not only is he the co-founder of the web platforms, Typographica and Fonts In Use, Stephen has also penned a regular column for Print magazine and authored the acclaimed book The Anatomy of Type. In 2017, he became an integral part of the nonprofit library and museum, Letterform Archive, as an Associate Curator and Editorial Director.
Mobile Screens
Credits
Closing Thoughts
The design honors fruits and the craft of mixing cocktails, with real fruit pieces forming a palette of vibrant textures. This is juxtaposed against a brutalist typography method and punctuated with a fluid, ever-evolving brand image.
Services
Digital Design
Creative development
Ecommerce
CMS integration
API integration
Tools
Framer
Airtable
Vercel
SendGrid
team
Creative direction
Alex Blumfelder
Design
Mariah Bush
Madeleine Carrucan
Motion
Joseph Han
Development
Cas Malo
Eron Lutterman
Writing
Kristine Lim
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