CGI Website Redesign
Our goal is to help CGI become the most trusted and reliable resource for consumers, educate them on different product offerings, help them make the best decisions for unique situations, generate quality leads that turn into sales, and consequently increase consumer loyalty.
During our in-depth research of the CGI brand, we’ve focused on understanding the following:
• challenges CGI is experiencing currently and how to overcome them
• the state of the market and competitors’ positioning• how to clearly separate CGI from its sister brand PGT
• consumers needs & desires; the consumer journey and decision making process
• CGI brand attributes and what makes it unique in the market
In order to accomplish this website re-design, we had to understand
who CGI is as a brand and what problems is CGI solving for
Additionally, we had to make the clear distinction between CGI and PGT in the market, since they used to be competing brands before PGTi acquired CGI.
Brand positioning describes how your brand is different from the competitors and where or how it sits in consumers’ minds. For this project, it was crucial to decide what CGI offers to its consumers that other brands don’t, and how to clearly present and communicate those factors.
A consumer avatar is a detailed profile of the ideal consumer. It focuses on one person and outlines as much information about them. The ideal customer is somebody we really want to sell to, they are high-spending, loyal, and repeat-buying. For this project, all profiles were based off of actual consumer data and their documented behaviors.
The end goal is to create a beautiful, impactful website that will clearly communicate
the value proposition, engage and educate the visitors and help them make the decision to purchase CGI products. Wireframes are the foundation which gives website a strong structure upon which the whole customer experience is built.
Brand attributes are the core values that define the overall nature of the company and represent the essence of the brand. They give an exceptional and distinctive competitive edge to the brand as compared to its competition in the market and they solidify a brand’s identity and the way consumers perceive it and remember it.
• Impact Protection
• Affordable Quality
• Looking for Best Value
• Appreciates Quality
• In Need of Guidance
• Concerned About Safety
• Hometown Pride (South FL)
• Exceptional Quality
• Saved Time
• Affordable Quality
• Attention To Detail
• Trusted South Florida Brand
• Assembled/Built in the USA
A consumer profile is everything a brand needs to know about the people they want to buy the products. It is an interpretation of data that gives us information on consumers’ desires & needs, lifestyle, purchasing habits and reasons why they choose CGI, and if not – why they should.
Most CGI consumers fall within the age group 25-34 and 55-64. The goal for this repositioning would be to target younger families, age 35-45.
When it comes to gender, there seems to be a pretty even split between male and female audiences.
WHO IS AMY?
• moved to Florida 5 years ago
• recently married
• a dog-owner
• enjoys outdoor activities
• passionate about DIY home improvement projects
PRIMARY WEBSITE FEATURES
• Homeowners/Get Started
• Sentinel Collection Page
• Impact Benefits
• Why CGI
HOW AMY SHOULD FEEL AFTER THE PURCHASE:
We’re super excited about starting a new chapter as a family. Buying our first home is a big commitment that got us very stressed out. We want to make sure we’re responsible with our money and we’re looking to get all the benefits at an affordable price.
Amy L, 32
Consumer type: Homeowner
Product line: Sentinel
Amy recently got married and she purchased an older home in Hollywood, FL with her husband. They’re looking to update it with brand new impact windows. They’re looking for options that have retro-fit advantage and that are also air-tight and water-tight. They’re hoping that this upgrade will increase their energy efficiency, protect them during the hurricane season but also modernize the appearance of their home.
HOW AMY WOULD FEEL BEFORE THE PURCHASE:
“ We’re super excited about starting a new chapter as a family. Buying our first home is a big commitment that got us very stressed out. We want to make sure we’re responsible with our money and we’re looking to get all the benefits at an affordable price. ”
• no clear distinction between CGI & PGT
• non-optimized user experience
• focused on professionals instead of homeowners
• low conversion rate
• no system to track leads
• no appropriate product photography
High-res mockups are focused on graphic design and making the site stand out visually. Once completed, these are very close representation of what the finished product will look like.
• Brand Clarity
• Easy-to-navigate website
• Enhanced user experience
• Fresh and relevant design
• Better understanding of products
• Competitive edge in the market
• Higher conversion rate