Shure

For almost a century, Shure has delivered brilliant sound for performers, content creators, audio professionals, and more with their innovative audio technologies.  

Through a trusted and collaborative partnership, Horizontal helped Shure reimagine their website experience and digital business operations. Together we set out to achieve several goals, including improved revenue growth, go-to-market efficiency, and reduced tech stack maintenance and costs.

Their brand has been synonymous with outstanding audio, but because of their ongoing global growth, the Shure digital ecosystem became increasingly complex. Multiple silos and disconnected platforms weighed down the sites’ UX. The front-end experience prevented users from being able to find the right products and information needed to convert them into loyal, lifelong customers. Additionally, their backend content operations, product, and technology teams couldn’t operate as smoothly as they wanted to deliver the premium experience Shure is known for. 

Horizontal's mission was to help them simplify Shure.com for both end-users and internal employees by upgrading with a modern tech stack and improved customer experience, driving both efficiency and growth. 

To make it easier for site visitors to navigate Shure.com, Horizontal addressed several key challenges: 

• Create a cohesive website that caters to multiple journeys 
  
  
• Modernize Shure’s technical footprint to reduce complexity and costs 

Before any implementation started, Horizontal and Shure first needed to conduct in-depth user research and journey mapping to identify what their customers are doing, thinking and feeling at each stage of the buying process. This allowed Horizontal to recommend the best site information architecture that considers all digital touchpoints. 

For the "frontstage” experience of the new website to be successful, Shure needed to meet customers in the moment, as well as make their brand story really shine. As a result, Horizontal:  

• Designed an intuitive navigation and wayfinding architecture 
  
  
• Maximized the Shure brand across every product page 
  
  
• Researched and developed Behavioral Archetypes, a data-driven framework that describes audience behavior and attributes, creating a comprehensive experience across various site touchpoints. 

But it didn’t stop there. Exceptionally designed end-to-end experiences require a data-enabled, integrated tech stack, supported by the right personnel and processes. In our first phase, we: 

• Implemented XM Cloud (Opens in a new tab), as well as integrated to Widen and Retail Solutions to support Shure’s US e-commerce goals.  

• Trained Shure’s content contributors across the company to improve publishing efficiency and maintain content standards in various languages. 

In the next phase, Horizontal is helping Shure launch 18 global sites in their mission to ignite the next generation of legendary performances by continuing to optimize Shure.com for audiences around the world.