Digital Transformation Plan for Fender
Fender hired our team to develop a digital transformation plan that could increase engagement amongst customers.
How to develop a relevant consumer brands that sells more than just instruments? How to build a lifestyle brand that engages consumers throughout all music-related experiences? The task at hand was to integrate the brand into the entire music ecosystem, while having in mind the end user’s needs and desires.
The core challenge required that we transform the company from a product-centric company to an experience or consumer-centric company. Instead of focusing on the guitars themselves, we proposed a digital transformation strategy with the consumer at the fore-front. We designed a digital transformation strategy specifically for two key user groups: ‘music enthusiasts’ and ‘artists.’
Conducted a competitor analysis to understand best practices in the digital e-commerce space. We specifically looked at Burberry and Harley Davidson as exemplary consumer brands that engage seamlessly with consumers throughout different channels. We identified key personas and drew out user journeys for each of these user groups.
We delivered a digital engagement blueprint, as well as a high fidelity design prototype to address the needs and desires of both music enthusiasts (interested in consuming music) and artists (motivated by honing their craft.)
Fender’s digital transformation (and the indirect impact of this work) has been subsequently documented across different business journals: “How Fender Is Embracing The Digital Transformation,” “Fender Guitars: Can the Electric Guitar Make a Comeback?” “Why Fender Is Going to 11 With Digital.”
Work produced inside Booz Digital with designers Raisa Park, Keiko Morita, as well as a larger team of business strategists and technologists.