Steve Clayton Custom Guitar Pick Designer

If you have ever picked up a guitar you probably know Steve Clayton guitar accessories. His standard eagle branded guitar picks are incredibly popular. Several years back Clayton innovated the custom designed guitar pick where people could get a variety of different guitar picks personalized with their logo and graphics. The custom pick market really took off with Clayton leading the way.

The Challenge

Over time several competitors started gaining market share of custom designed guitar picks and commoditizing the product. Steve Clayton came to LevelTen looking for online tools that would differentiate his product as a premium, increase revenue, and reduce costs.

The Solution

LevelTen worked with Steve to engineer a WYSIWYG online custom pick designer that reflected the unique Clayton brand. The windows-like web-based application allowed anybody to upload their own graphics, use stock graphics, and type text to personalize their pick designs. Realizing that the expertise of the intended users varied widely, LevelTen spent a considerable amount of time designing and developing an interface that was easy enough for software novices yet delivered the advanced features that power users would want.

The system was also engineered to streamline the ordering and production processes. A custom e-commerce engine allowed people to easily order online. Customers could store designs for reordering. An administrative backend was created to enable Clayton to eliminate most of the design to press steps that were required with the previous system.

The Results

The day the application was launched, orders tripled. The innovative pick designer made it so much easier for customers to do their own designs and know exactly what the pick would look like that orders came rushing in well above expectations. Fortunately, the new streamlined design to press process enabled Clayton?s existing customer support staff to handle the large jump in requests.

The original business case for the project sought an aggressive six-month return on investment. The project greatly exceeded this expectation and the investment was fully recouped just six weeks after launch.