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.

01

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.

04

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. ”

”

WHO IS HECTOR?

• employed in construction
• married, father of 4 children
• born & raised in Hileah, hometwon price
• enjoys fishing & boating
• passionate about soccer

HECTOR’S PRIORITIES

PRIMARY WEBSITE FEATURES

• Affordable Quality
• Impact Benefits
• Security
• Sparta Collection Page
• Warranty

HOW HECTOR SHOULD FEEL AFTER THE PURCHASE:

“

I’m so glad I learned about Sparta by CGI, it is a perfect product line for our house. The installation didn’t take long and the results are great! Our house looks much neater now and it’s much more comfortable because the humidity levels are in check and it feels cooler. Not to mention that our bills are lower than before. Overall, we’re very pleased and we highly recommend CGI products to everyone looking for the best value!

”

Hector G, 45

HIALEAH, FL

Consumer type: Homeowner

Product line: Sparta

Hector and his wife have 4 young children. They recently moved to a different house that is older and needs to be remodeled. They’re on a strict budget and are looking to get quality windows at an affordable price. The windows they currently have are showing signs of wear; they don’t shut properly which makes their house warm and humid, and their bills high. There are also blemishes and stains on window glass that make the interior of their house look untidy. Hector wants his children to grow up in a safe and healthy environment, and the condition of their windows right now causes him a great deal of stress. Hector works long hours and he wants to relax and spend time with his family when he’s home.

HOW HECTOR WOULD FEEL BEFORE THE PURCHASE:

“

We were not able to afford a brand new home, and we had to purchase an older house because we got a better deal. These windows are stressing me out every day; they look so worn out and old, and our bills are much higher than they’re supposed to be. We know we need an upgrade, we just want to make sure we stay within our budget and get the best possible deal.

”

WHO IS TOM?

• a retired lawyer
• married
• loves to read, Hemingway is one of his favorite authors
• owns a boat

TOM'S PRIORITIES

PRIMARY WEBSITE FEATURES

• Hurricane/Storm Protection

• Targa Collection Page

• Savings

• Homeowners – Get Started

• Blog

HOW TOM SHOULD FEEL AFTER THE PURCHASE:

“

We are so thrilled with our new CGI windows. Our house looks amazing and we’re very excited to spend our retirement in this beautiful place. We’re impressed with the quality. CGI impact windows and doors are very well made and simple to operate. This is a great investment.

”

Tom L, 64

KEY WEST, FL

Consumer type: Homeowner

Product line: Targa

Tom recently retired and moved to Key West with his wife. One of the reasons they decided to move was the architecture and the rich historic heritage of this area. The home that they purchased has that beautiful Spanish Colonial style, but it’s very old and the windows & doors are in poor condition. Their budget is limited, but it’s very important to them that the windows & doors they choose match the design style of their house. Given the location, impact products are a priority as well ensuring maximum protection and give them peace of mind.

HOW TOM WOULD FEEL BEFORE THE PURCHASE:

“

After visiting Key West for the first time, my wife and I knew we want to live here. We’re so excited we finally found the right house, but this property definitely needs some major updates. We want to make sure our windows and doors can weather any storm, but we also want to stay true to that Colonial feel when it comes to design. Our budget is pretty tight.

”

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

05

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