Launching ufoundit™

Oregon® isn't a newcomer in the outdoor power equipment space — it's the original. The brand invented the modern-day saw chain and has been supplying more than 80% of OEMs worldwide for generations. When a professional chainsaw rolls off a manufacturing line anywhere in the world, there's a very good chance it's wearing Oregon chain.

That heritage creates an interesting challenge. Legacy brands carry enormous credibility — and enormous expectations. Oregon® users, whether weekend homeowners or professional loggers, don't just want the right chain. They need it. A misfit chain doesn't mean a minor inconvenience. It means a stalled project. At worst, it means a safety risk.

Nobody cares about their saw chain until there's a problem. And when there is a problem, the chain is all they care about.

Oregon Tool already had a part finder — and by industry standards, it was considered a benchmark. Dealers used it daily. Prosumers relied on it. It was well-regarded in a category where digital tools are often an afterthought.

But underneath the surface, the data was telling a different story. Usage analytics showed a surge of rage clicks — users frantically tapping on elements that weren't responding the way they expected. More telling: large numbers of users were navigating away without ever completing the task. They arrived looking for a saw chain. They left without one.

We called this phenomenon "Fit-Up Friction" — the gap between a user's need (find the right chain) and the tool's design (ask for a model number). At best, Fit-Up Friction was inconvenient. For a professional on a job site, it was a real problem.

The existing part finder was built around a logical assumption: if you need a replacement saw chain, start with your chainsaw's model number. From there, the database would surface the right chain options.

Logical. But wrong.

User research revealed the problem clearly: more than half of saw chain buyers didn't know their chainsaw's model number. Not because they were uninformed users — because chainsaw model numbers are printed in small type inside compartment doors, stamped on plates in locations most owners have never looked, or simply forgotten over years of use.

The tool was designed for a piece of information that the majority of users didn't have. Every time someone hit the model number field and drew a blank, they had two options: abandon the task or stumble toward a wrong answer.

The data showed exactly which option most of them chose.

That question opened up the whole design space. If the roadblock was the model number, and we couldn't change the fact that users didn't have it, the answer wasn't to ask louder. The answer was to ask something different.

What does every chainsaw user know? Their brand. And usually: whether the saw is a smaller homeowner unit or a heavy-duty professional model. Those two data points — brand and approximate size — turned out to be enough to build a fundamentally different navigation experience.

The cross-functional team — design, product, BA, development, and marketing — rebuilt the tool from first principles. Not a refresh of the existing interface. A rethinking of the underlying business logic and a reimagining of the user experience that logic enabled.

The ufoundit™ Saw Chain Replacement Finder launched as a patent-pending tool that worked the way real users think, not the way product databases are organized. It started where users started — with their brand — and guided them to the right chain in a few short steps.

The results reflected the difference. 24% of users who used ufoundit™ went directly to the "Buy Now" button — a signal that the tool was doing its core job of connecting the right person with the right product at the right moment of intent.

Data-driven enhancements after launch amplified ROAS by 217%. The tool deployed across retail partners, direct channels, and distributor networks — versatile enough to become the standard finder across the Oregon® ecosystem.

Oregon Tool's 75 years of category leadership wasn't a constraint on this work. It was the foundation for it. The brand's deep domain expertise — understanding how professional and homeowner users think about chainsaw maintenance, what they know, and what they can't be expected to know — made the right solution discoverable once the team was willing to question the premise.

ufoundit™ wasn't a disruption of Oregon's legacy. It was a natural extension of what the brand has always been: the company that makes working with saw chain as easy as possible for the people who depend on it.

That's what MarTech is for. Not to be impressive on its own terms. To make someone's life easier at the moment when it matters most.