In 2019, Milwaukee Tool revolutionized the power tool industry by introducing the MX Fuel product line, a family of cordless tools with enough power for heavy-duty commercial construction. Run solely by batteries, the tools require no gasoline and little maintenance, making any tough job a lot easier and safer. The battery system is also universal, making them compatible with all new and existing electric Milwaukee Tool products. MX Fuel was recognized industry-wide as a huge step forward in the pursuit of zero emissions and worker safety. Equipment Today featured the MX Fuel products on their Contractors’ Top 50 New Products for 2020.
Such an innovative family of new products warranted an equally impressive web experience. The brand was motivated to revamp their website to better showcase their new product’s capabilities. As a freelance product designer I was commissioned by Horizontal Digital to help in their effort to unveil MX Fuel on the newly redesigned milwaukeetool.com.
Our goal was to highlight the ease of use, battery compatibility and trade-focused approach of the new tools. Together with product owners, copywriters and strategists we designed an engaging experience that mirrors the industry-first ergonomics of the MX Fuel product line. We identified key areas to visually compare MX Fuel to a traditional gasoline-powered tool. To add visual interest, we introduced subtle animations to the pages that resembled how the actual products would turn on or be interacted with by a construction professional. Using 360˚ photography we captured the new products from every angle, giving us the ability to add 3D movement to the UI—really causing the tools to pop off the page.
