Bringing digital transformation to a music icon.

The Problem

Renowned musical instrument accessory maker D’Addario had long been a category leader in advanced manufacturing technology and processes. But that same digital-first mindset had yet to be carried through the rest of the organization. D’Addario needed a multi-year digital transformation strategy and roadmap to accelerate sales and drive business performance.

The Solution

D’Addario turned to OX to chart the course for their digital transformation initiative. OX brought to bear a multidisciplinary team to help perform the research, define the strategy and establish a multi-year digital roadmap. Because of its central role as a customer sales platform, D’Addario’s B2B ecommerce site was chosen as the tip of the transformation spear. OX defined the ecommerce strategy, solution architecture and front-end user experience for the new B2B ecommerce platform and then selected and enabled a team of best-in-breed partners to successfully implement the new vision.


Digital Transformation Strategy

Roadmap Planning & Prioritization

Behavioral Profiling & Segmentation

Usability Analysis

KPI Development

Experience & Heuristic Audits

Mobile & Web Application Design

B2B & B2C Commerce Strategy

Experience Optimization

IT Strategy & Planning

Systems Assessments


Digital Transformation

OX collaborated closely with D’Addario leadership and stakeholders to identify the most mission-critical key performance indicators (KPIs) that would define the success of a digitally enabled organization. This process of prioritization also determined which of those business KPIs the new B2B ecommerce platform could influence the most.

Solution Architecture & Ecommerce Strategy

OX technologists recommended a streamlined solution architecture that connected best-of-breed data platforms, ecommerce systems and analytics into D'Addario's enterprise infrastructure.

Ecommerce Experience Design

OX performed quantitative and qualitative research to uncover key user insights and business objectives to inform a new human-centered user experience design for D’Addario. The new user experience now makes it easier for D’Addario customers to browse, purchase and plan D’Addario offerings for their stores.



In a short amount of time, the newly launched D'Addario B2B experience has received praise from the entire industry.

  • “The new site is noticeably faster.”
  • “I am very happy with the speed and the ability to enter promo codes and see them reflected at the time of purchase.”
  • “Overall we feel it is an improvement. Navigation is simple.”

Contact Us

What problem are you trying to solve?

New Business Inquiries:
Matt Quinn
Director of Business Development
+1 312-815-9611

General Information:
+1 312-815-9610

125 S. Wacker Dr. STE 3000
Chicago, Illinois 60606