Case Study

CGI Website Redesign

01

Brand Strategy

A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions and competitive environments. Here at Avenue, we conduct a very extensive research and work closely with our clients to help them identify key values, company culture, and visual languages.

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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

02

Objectives

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
customers. 

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.

02

Brand Positioning

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.

Consumer Avatars

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.

Wireframes

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.

03

Brand Attributes

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.

03

Culture

How your consumers describe you:

• Impact Protection
• Affordable Quality
• Educational
• Reliable
• Trustworthy

Consumer

How you describe your consumers:

• Looking for Best Value
• Appreciates Quality
• In Need of Guidance
• Concerned About Safety
• Hometown Pride (South FL)

Voice

How you sound to your consumers:

• Professional
• Authoritative
• Knowledgeable
• Helpful
• Informative

Values

How your consumers describe you:

• Relationships
• Reliability
• Exceptional Quality
• Community

Impact

How you describe your consumers:

• Informed
• Reassured
• Optimistic
• Loyal
• Saved Time

X-Factor

How you sound to your consumers:

• Affordable Quality
• Attention To Detail
• Trusted South Florida Brand
• Assembled/Built in the USA

04

Consumer Profiles

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.

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Age

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.

Gender

When it comes to gender, there seems to be a pretty even split between male and female audiences.

Location

WHO IS AMY?

•  moved to Florida 5 years ago
•  recently married
•  a dog-owner
•  enjoys outdoor activities
•  passionate about DIY home improvement projects

CANDACE’S PRIORITIES

PRIMARY WEBSITE FEATURES

• Homeowners/Get Started
• Sentinel Collection Page
• Impact Benefits
• Blog
• 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

HOLLYWOOD, FL

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. ”

05

Website Redesign

Challenges:
• 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

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Wireframes
Wireframes are the “sketch” of a website. At this stage, we are understanding what the content should be and how it should be organized, as well as what would make the smoothest user experience.
High-res mockups

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.

06

Results

pgtwindows.com

•   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

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