Timbertech
Rethinking a brand & marketing site
Blending companies & product lines
TimberTech and its parent company, Azek, were merging into one consumer brand. This meant reintroducing TimberTech to the market as a technologically superior choice to their competition. With the brand in flux, we had the imposing task of consolidating two disparate site experiences and coming up with an IA solution to effectively blend multiple product lines.
Goal Setting
To gain alignment with stakeholders, we began with deep dives, workshops, current state analysis, and landscape analysis stakeholder interviews. This allowed us to set the stage for the work to come.
Output:
Key Goals
Discovery & Definition
Time was of the essence as the new brand launch was quickly approaching. We conducted lean but thorough discovery in order to rapidly move into defining the solution.
Output:
Competitive & Comparative Analysis
Data Analysis
Target Market Definition
Framework Definition
Comparative vs competitive analysis
We saw an opportunity to analyze comparative sites—which were more editorial and had a lower barrier to checkout—rather than competitive sites that felt contrived and hard to navigate.
site analytics analysis
We gathered data on user behavior for a baseline to measure success and gathered insights we could use to improve the experience.
Target market & framework definition
Through interviews, we defined the target market and their behaviors to create a picture of who we needed to design for. Based on analytics and interviews with the target market, we focused on reducing friction along the journey and enforced a framework for content, guidance, and clear calls to action.
IA Modeling
Because we were merging two experiences and product lines into one, we wanted to explore and test various ways of navigating and showcasing information.
Output:
IA Framework
Testing Results
Site Flow
Sketching & testing
We started sketching and whiteboarding to explore various models to support the experience. We tested two models with the target market—journey-centric and product-first—to acquire insights and steer the framework's direction.
Site Flow
With the testing result, we moved forward to define the site flow, highlighting important calls to action along the way.
Designing a System
To meet the ever-closer deadline and work more agilely, we bypassed traditional wireframing and instead started with journey flows, components, and building a design system.
Output:
Design System
Flows
Templates
Journey flows, patterns, and templates
The customer journey served as the foundation for developing coherent flows within the established framework. We meticulously crafted patterns that align with the journey flows and constructed standardized templates based on this framework. Additionally, we strategically infused unexpected moments of delight to guide users towards paths that may pique their interest for future visits.
Testing & iterating
Testing surfaced three areas of confusion:
1. Understanding of railing packages
2. Findability of product detail
3. How to get support
Output:
Testing Results
Iterative Design Comps
Outcomes
144% increase in mobile usage
The biggest goal-completion on mobile: requesting a quote.
460% Increase in leads
With the ability to qualify leads through capture forms, leads are more strategically contacted by registered contractors.
“The team’s ability to think strategically, work quickly, and deliver on very tight timelines was very impressive. We could not be more pleased with the result of our collaboration—a state-of-the-art website and digital strategy that represent a huge step in the evolution of AZEK and TimberTech.”
-TimberTech client
