PGT Website Redesign
During our in-depth research of the PGT brand, we’ve focused on understanding the following:
• challenges PGT is experiencing currently and how to overcome them
• the state of the market and competitors’ positioning
• consumers needs & desires; the consumer journey and decision making process; how PGT can provide an unmatched customer experience
• PGT brand attributes and what makes it unique in the market
In order to accomplish this website re-design, we had to understand
who PGT is as a brand and what problems is PGT solving for
customers. On the following pages, you can learn more about our process and all the components necessary to even begin designing a website.
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 PGT 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 PGT 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.
• Family Protection
• Looking for Best Value
• Appreciate Quality
• In Need of Guidance
• Worried About Safety
• Appreciate Design & Finish
• Exceptional Quality
• Stability (time & experience)
• No.1 Impact Brand
• Largest Network of Loyal Dealers
• Assembled/Built in the USA
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. ”
• unclear positioning
• non-optimized user experience
• focused on professionals instead of homeowners
• low conversion rate
• no system to track leads
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.
Here at Avenue we love to innovate whenever that’s appropriate for the project and it enhances the user experience. In this case, we created a custom-made 3D configurator that allows website visitors to preview different variations of the product, and see exactly what these configurations would look like in action.
Click the image below to visit the 3D configurator page.
• 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