Modernizing MSA Safety’s global brand with a WordPress-powered website

WordPress

PLATFORM

Ui/uX

design

company

Portal

Services

Design, IT Outstaffing

Industries

E-Commerce

Technologies

WordPress

About the Project

MSA Safety is a global leader in worker protection equipment and industrial safety solutions. Their product line includes gas detection instruments, firefighter safety gear, industrial head protection, and military-grade equipment.

As an industry pioneer, MSA Safety needed to modernize its digital presence to reflect its global scale, product innovation, and commitment to workplace safety. The goal was to execute a comprehensive rebrand and website redesign that unified its messaging, improved the user experience, and ensured seamless navigation across multiple stakeholder groups.

Spiral Scout partnered with MSA Safety to deliver a new digital experience that enhances product discovery, stakeholder engagement, and global brand consistency.

Objectives

Execute a comprehensive rebrand and website redesign for MSA Safety.
Develop a WordPress-powered website that is flexible, scalable, and easy to manage.
Improve the user experience for corporate buyers, distributors, and end-users.
Align input from multiple stakeholders to ensure a cohesive global presence.

Challenges

Solutions

Challenges

Balancing Stakeholder Input While Maintaining a Unified Brand

MSA Safety operates across multiple markets, requiring input from corporate teams, product managers, and regional stakeholders—each with different priorities for the new site.

Solutions

Collaboration with ThoughtForm Design

We led a collaborative discovery process, aligning business objectives and regional needs into a single, cohesive design and content strategy. Our structured approach ensured stakeholder buy-in while maintaining a consistent global brand identity.

Challenges

Strengthening User Experience for a Complex Product Catalog

The previous site made it difficult for users to find relevant products, understand specifications, and navigate compliance information.

Solutions

Revamped UI/UX Design

We redesigned the UX with intuitive navigation, dynamic product filters, and a mobile-friendly experience, ensuring faster product discovery and seamless engagement across all devices.

Our Project strategy

Overview of the critical steps that shaped the project’s success and addressed its key challenges.

UX-Centric Design & Navigation

We conducted user behavior research and stakeholder interviews, ensuring the new design met both customer needs and internal business objectives.

WordPress Implementation for Scalability

We built a high-performance, scalable WordPress site, integrating custom modules for product data, compliance resources, and multilingual content management.

Continuous Support & Stakeholder Training

We provided ongoing post-launch support, including stakeholder training, performance monitoring, and feature enhancements based on user feedback.

Project Feedback

The new MSA Safety website delivered a dramatically improved user experience, with a 40% increase in time spent on product pages and a 25% reduction in bounce rates. The scalable platform enabled MSA’s marketing and product teams to make updates in real time, reducing content management workload by over 80%.

KEY improvements

65% faster product discovery through improved navigation and filtering.
40% increase in engagement from desktop users.
Reduced content management time by 80%, allowing internal teams to update pages with ease without engineers.
Improved brand consistency across all global markets.