Over the last 3 years, Cricut Inc. has grown exponentially — entering new countries and finding new audiences of creators, crafters, and small business owners who are eager to create. While each customer may have a unique language, cultural expression, or project interests, they all share the same innate desire: to express their creativity. 

To meet this growth, we saw an exciting opportunity to refresh our website to better reflect every form of creative expression made possible by the Cricut Community — a refresh that promised to be inclusive, optimistic, and, of course, delightfully vibrant.

The team launched multiple web experiences to inspire, inform, educate, and engage prospects and existing members. Starting with cricut.com, we partnered with 14x9 to re-envision the entire web experience. We created immersive product and brand storytelling for makers worldwide, communicating how Cricut offers powerful tools to help people achieve their DIY dreams and beyond. It also sets the foundation and acts as a north star for other digital destinations. We also re-imagined the entire shopping experience starting with the shop, PDP, & PLP that resulted in double-digit improvements in exit and bounce rates.

We also saw a lift in engagement, and the site conversion rate increased by ~40% post-launch.