Stanley Black & Decker

Stanley Black & Decker is a global leader in tools and industrial solutions, with a rich history dating back to 1843. Their portfolio includes some of the most recognisable brands in the industry — from DeWalt to Black+Decker — and their digital presence spans dozens of markets worldwide. As the company grew through acquisition and international expansion, they faced mounting pressure to unify brand experiences and streamline digital delivery across regions.

Background

The work began with a focused project to improve the information architecture and content structure of the DeWalt website. DeWalt, known for its heavy-duty tools and strong presence in the construction sector, needed a better way to communicate product benefits, manage large volumes of product data, and support regional marketing teams.

As we progressed, it became clear that the challenges DeWalt faced were shared across other Stanley Black & Decker brands. What started as a website project became the foundation for something bigger: a scalable design system and component library that could be rolled out across the wider portfolio.

Cover of a book titled JOE L THOMAS SOLE TRADER with a background of woodworking tools and a photograph of a man using a circular saw.
Icon images with text descriptions. The first icon shows a network of connected nodes, representing advice, price, and specifications as decision-making factors. The second icon is a badge with ribbons, signifying honor and professionalism, labeled 'Yellow & Black.' The third icon depicts a toolbox filled with tools, indicating a variety of brands in a toolbox for Joel's preferences.
Quote about buying tools and business success on a yellow background.
Flowchart comparing current and new navigation patterns for product drill process, including categories like Home, Power Tools, Drills, and Hammer Drills, with SEO notes on product naming conventions.

Insight

I collaborated with account leads to propose a flexible design system built on Sitecore, using a re-skinnable component model. Components were built with core functionality in place, while styling, typography, and interaction patterns could be adopted by brand. This allowed for brand expression without needing to start from scratch each time.

The DeWalt site was the first to launch. It handled product data in two layers: a high-impact format for hero products, and a lightweight, scalable solution for thousands of catalogue items. We worked closely with Sitecore partners to validate this technical structure and make sure it could support other teams moving forward.

Training and alignment were key. A separate team in the US worked in parallel on a Craftsman site, and we collaborated to ensure both projects shared core functionality while meeting their own business needs. We also defined how product data should be presented clearly, including safety certifications, use cases, and benefit-driven content.

Displays of printed wireframes and design mockups for Dewalt's digital products, with handwritten notes and sticky notes attached, showing feedback and ideas.
A detailed wireframe or sitemap for a website, laid out on large sheets of paper, showing various webpage designs, sections, and navigation paths, primarily in black, white, and orange colors.
Collection of Dewalt power tools and accessories displayed on a website homepage, including cordless drill, saw, hammer, and combo kits, with promotional banners and navigation menu.
Multiple web pages displaying DeWalt power tools, including a cordless cutting saw, with a yellow and black color scheme.
DeWalt app showcasing a heavy-duty cordless cutting power saw with model DCS690X2, emphasizing its 54V cut-off saw capabilities.
DeWalt website displaying heavy-duty cordless cutting power tools, including a circular saw; inset with additional new products, and background showing a person using a saw outdoors in a wooded area.

 

Comparison of branding and typography style guides for DeWalt, Lenox, and an unknown brand, with sections for brand font, fallback font, headings, interaction language, and buttons.
Various cordless power tools, including saws, drills, and other equipment, displayed on a table at a DeWalt promotional event.
Screenshot of XR FLEXVOLT cordless power tools display, including saws, drills, and other equipment, with promotional text emphasizing power and freedom from cords.

Result

The DeWalt platform became a proof point for how shared design and technical frameworks could reduce duplication and speed up delivery. Other brand teams began adopting the same model. The design system and scalable architecture helped Stanley Black & Decker move towards a more unified approach, without losing the flexibility each brand needed.

Growth in web platform traffic

+44%

Increase in engagement with web product content

+70%

 increase in purchase intent 

+167%

Good Stuff

The work turned a single brand site update into a foundation for broader digital change across the business. It showed how smart architecture and reusable design can support scale without sacrificing quality.

Stanley, Black & Decker Global Platform

Date: 2018 -2019
Company: Stanley Black & Decker
Project: Global Design System
Role: Experience framework, UX Design, Project oversight,


Team:
Beth Archer (Program Management)
Mat Lloyd (Product Owner)
Niyatee Sengupta (Project Management)
Raza Akram (Project Management)
Tom Donnelly (Content Management)
Alysia Pickup (UX Design)
Mariane Jobet (UX Design)
Elliot Chapman (UX Design)
Dan Atkinson (Creative Director)
Bradley Leeming (Designer)
Ishraq Fataftah (Developer)
Anis Chohan (Developer)
Gary Butler (Developer)
Vincent Kong (Developer)