The Parker Pens website, crafted with pen aficionados in mind—those who seek the highest quality and precision that only Parker delivers. The new website elevates the entire shopping experience with a strong, luxurious aesthetic that reflects the heritage and excellence of the Parker brand. Every design choice was made to create a refined, seamless journey that emphasizes the quality and craftsmanship that Parker Pens are renowned for, ensuring users feel connected to the legacy of excellence with every interaction.
Challenge
The former site lacked the tactile sophistication and storytelling depth that defined the brand offline. My challenge was to design and create an experience that communicated Parker’s meticulous artistry while inspiring a new generation of discerning customers.
Objective
Ensure every user feels the same connection to quality and heritage online as they do when holding a Parker pen. The design needed to fuse luxury with usability — delivering a high-end, intuitive experience that celebrates the brand’s history while guiding users effortlessly from discovery to purchase.
Project Includes
Design Direction Design Concepts Final Design
IA
Year
2018
Before
The prior Parker Pens experience felt low-quality and lacked the meticulous attention to detail it required, failing to reflect the brand’s premium craftsmanship.
Sitemap
The previous navigation hierarchy was overly complex, with excessive layers from category to product listing pages, so I simplified it for a smoother shopping funnel. To clarify page relationships and gain a clear overview, I created a sitemap to visualize their connections.
Additional Concepts
Results
Although technical constraints prevented the full launch of the redesigned experience, the project delivered significant value through its research and design exploration. The experience provided Parker with deep insights into customer expectations, aesthetic preferences, and digital behaviors — uncovering what “luxury” truly means in an e-commerce context.
Beyond the visuals, this project reinforced a timeless principle for me as a design leader: great design goes beyond beauty and usability — it’s about honoring the brand’s soul while evolving it for the future. Translating Parker’s craftsmanship into a digital experience required balance — between heritage and innovation, tradition and technology — and that balance continues to guide how I approach every brand I design for.
