Our task was to breathe new life into Fender’s dated guitar customization experience with a complete redesign. My goal was to create a responsive solution that highlighted the beauty of Fender guitars, while providing an intuitive interface that allows users to customize multiple parts on their dream Stratocaster, Telecaster or Bass. To make it a more social experience, we allowed users to show off their designs, and even had famous artists design their own signature guitars for customers to buy. This product would also be used as an in-store sales tool, so the experience had to be perfected for use on tablet. The new mod shop was received eagerly by guitar enthusiasts and received much acclaim in the industry. 
Team: 1 UX Designer, 1 Visual Designer

PROCESS

THE MOD SHOP

Walkthrough

Video by Charlie Hong