Driving 25% Performance Through UX-Led Decision Making

How a Ryobi x IDHL partnership unlocked long-term digital performance

Case Studies
Ryobi Tools

Ryobi, part of the TTi Group, is a leading manufacturer of innovative home and garden power tools. As an IDHL client for over 10 years, Ryobi’s digital presence has evolved significantly—from a brochureware site to a transactional, internationally scaled platform focused on engagement, performance, and measurable returns.

Client

Ryobi Tools

Website

Visit Site

Category

Home & Garden

Services

Web and Technology
Strategy and Consultancy

The challenge

Ryobi’s move into eCommerce laid strong foundations, but the next growth phase required optimization. Product pages, vital to any transactional site, needed to present the right information in the right place for diverse users across multiple international markets.

Differing design feedback from regions led to inconsistent product page layouts, making it hard to align teams or determine the best approach. Meanwhile, Ryobi aimed to expand exposure and engagement across 20 European sites, improve navigation for a vast product range, and boost ROI with smarter digital touchpoints like reviews and store locators.

Our approach

UX-led strategy & research

Through a detailed UX testing program, we eliminated subjectivity from Ryobi’s decisions. This included persona definition using the M3 framework, competitor analysis in key markets, first-impression testing, and remote usability reviews with Hotjar. These insights clarified user intent, uncovered friction points, and identified real conversion blockers.

Data-backed design consistency

Actual user behavior shaped the standardization of product pages to meet user needs, providing clear recommendations for all markets. This allowed Ryobi to confidently align global teams around a consistent, performance-focused product page framework.

Platform & engagement enhancements

Alongside UX improvements, we supported Ryobi’s broader digital growth through platform upgrades. This involved custom integration between the CMS and Ryobi’s Product Information Management system, interactive features, video and animations, user reviews, and improved navigation to aid discovery.

A custom translation importer enabled seamless management in 20 languages, while email newsletters via Kentico EMS helped boost engagement and brand loyalty.

The results

As Ryobi’s long-term digital partner, IDHL continues to support them, ensuring their digital experience evolves with user needs and business goals. Our collaboration yielded impressive successes.

+0K

email conversions

emails sent out per month

+0%

web traffic growth YoY

"We have partnered with IDHL for over a decade and they have been fundamental in growing our online presence across Europe. They have made fantastic developments to website performance and we are currently implementing features of the Kentico EMS. The team is a joy to work with and is always prepared to go the extra mile."

Joe Wicks, Digital Marketing Manager, Ryobi Tools