Taylor Sustainability Hub
One of the differentiating factors for Taylor is their focus on sustainability. It's often the reason why customers choose Taylor guitars over another brand. We created a 'micro' site within the Taylor universe where larger stories could be told in an expressive way, and accomplishments could be highlighted. The site also linked back to product pages to help users on their purchasing journey.
I worked with stakeholders and agency partners to design, layout, and launch this experience, based on customer personas, user feedback and domain knowledge.
Taylor Guitars
Challenge
Taylor Guitars has a long history of sustainability leadership, but the stories behind that work lived offline in magazines and scattered files. Customers had no central place to explore these rich narratives, complete with photos, videos, and awards.
The goal was to design a digital hub that showcased Taylor’s sustainability initiatives authentically, built trust through third-party validation, and still supported users along their purchasing journey.
Results
We ended up launching a rich, modular experience backed by a full component library so that it would be easy to setup and tell stories in the future. We found that users were spending time exploring multiple stories and pages on the site. We also saw that users who visited the site felt more confident in their purchase and were more likely to share the brand with other players.
Increased awareness and engagement
More confident decision-making
Shift in mindset toward sustainability
My Role
I led the UX and product design for the Sustainability Hub, guiding the project from discovery through launch. This included facilitating stakeholder workshops, mapping content and information architecture, conducting competitive audits, and running user research to uncover needs and pain points. I created wireframes, prototypes, and final high-fidelity designs, while collaborating closely with developers and content teams to ensure the experience was both scalable and user-centered.
Beyond design execution, I acted as the advocate for the user—bringing insights into every phase of the process and aligning stakeholders around solutions that balanced storytelling, trust, and business goals.
Discovery and Content Mapping
I facilitated early workshops with stakeholders to map content and define information architecture. These sessions revealed three priorities: build trust with credible information and true stories, keep navigation simple and scannable, and design an experience that could grow independently but remain connected to the Taylor brand.
Competitive Analysis
Looking at brands like Patagonia, The Nature Conservancy, and Martin Guitars showed that the strongest sustainability stories were evergreen, authentic, and focused on people rather than products. Successful examples avoided “greenwashing” and updated content regularly to remain credible.
User Research & Insights
Surveys revealed that users wanted both quick, digestible stats and deeper, long-form stories that legitimized Taylor’s work. They emphasized the importance of trust and pointed to outside publications as proof of authenticity. Younger demographics in particular valued corporate responsibility in their purchasing decisions, shaping the direction of personas and user stories.
Wireframing & Testing
I sketched and prototyped multiple homepage layouts, testing them with users to validate priorities. Feedback highlighted the need for easily accessible videos, strong quote blocks to humanize the story, and visible trust signals like media mentions and awards. These insights guided iterations toward a balanced, scannable experience.
Prototyping & Development
The final design evolved into a modular system supported by a component library. This structure allowed Taylor to scale the hub with new stories while keeping design consistent. Collaboration with developers and content teams ensured that the final product stayed aligned with both user needs and business goals.
Conclusion
The Sustainability Hub launched as a modular, media-rich experience that could grow alongside Taylor’s initiatives. Users spent more time exploring multiple stories and pages, reported feeling more confident in their purchasing decisions, and were more likely to share Taylor’s brand with others.
This project reinforced the value of keeping users top of mind, even when internal teams get caught up in features. It also underscored the importance of planning for content-heavy experiences early, since imagery and video can extend timelines. Above all, it demonstrated that close collaboration between design, content, and development is essential to creating experiences that resonate with users and scale effectively.