0-1 Product Design for Ohios Top Home Exterior Building Products Manufacturer
Conversion Rate
It's likely that we increased the conversion rate of homeowners looking to add ProVia products to their home with the new website.
Brand Recognition
Investing in good design that's functional and aesthetically pleasing is a great way to gain traction in the mind of homeowners.
Click Through Rate
Through making the website more engaging and directed at homeowners, we're guaranteeing a higher CTR.
problems
Growing from B2B marketing, to targeting homeowners directly
ProVia needed to update their outdated market site in a department wide effort to gain brand awareness with home owners. The problem was that people knew of ProVia, but didn't know what ProVia did—they manufacture some of the best exterior home products in the region like doors, windows, siding, stone veneer and metal roofing.
Their marketing had always been B2B—pointed at dealers, general contractors and home builders. Homeowners couldn't purchase directly from ProVia, but most of the industry is like that, so it wasn't an excuse to not become a household name.
Project Highlight
The Design Center was our solution to the myriad of choices homeowners face when designing their home. By using the Design Center, they could find the styles they like and take their profile directly to a ProVia dealer.
Project Process
As the project scope grew, I led stakeholder buy-in for the "Design Centers" new vision
Prototyping
Stakeholder Buy-In
Web Development
User Feedback
Project Highlight
Homeowners can explore the website and save their favorite photos for later use in the Design Center's Vision Board module—a drag and drop "mood board" type tool to envision your dream home.
The work
Leading development and the end-to-end design process
I established the websites design language, customized plugins, and created our own Wordpress theme with CSS in order to maintain a cohesive look across all pages and components.
We have a collection of features on the website that varied widely in functionality:
- 3D interactive product configurator with feature callouts
- Interactive architectural style illustrations with product hotspots
- Blog and blog post templates
- Stylized color and product palettes
- Icon family
I aligned the visuals of the website to ensure that our brand and website had the biggest impact with homeowners.
Project Highlight
Design Center users could save their favorite images, Vision Boards, product configurations and manage them all from the My Portfolio page.
Empathize
I recognized our ideal customer profile can feel paralyzed by the vast amount of product choices when designing or renovating their home.
Define
ProVia is more likely to make a sale on a big job if our tools can help homeowners find products, colors and architectural styles they like.
Ideate
Akin to online banking, I wanted our users to have our tools accessible to them in the familiar, modern vehicle of a dashboard.
Prototype
I mocked up low-fi website pages in Figma, and my concept for the Design Center prototype in Webflow to pitch to stakeholders.
Test
We had company employees participate in surveys to collect passive feedback, while I monitored Hotjar to evaluate user performance.
Implement
I did most of the development in Wordpress myself on things like page-building and CSS styling, but we also had external devs helping as well.
