Armstrong Commercial Ceilings
Traffic from achitects and interior designers up by 1800% after redesign.
At a Glance
I recently redesigned USG.com's Where to Buy page for finding retailers and distributors. This was part of a much larger, complete website redesign I led for USG, a $3 billion/year B2B and B2C manufacturer of drywall and other construction materials.
What I did
- UX Analysis
- Information Architecture
- Wireframes & Prototyping
Client's Industry
- Construction
- Architecture
- E-commerce
Type of Project
- Website Redesign
- CMS & PIM
Gartner's review of my design:
"Help Me Find You"
USG, a brand that ranked Gifted in Gartner L2’s Digital IQ Index: B2B Manufacturing, offers a good example of how distributor locator tools can and should work. (Note: Gartner's "gifted" rating for USG is due in large part to the redesign I led from 2018-2019.)
Its tool goes a step beyond a zip code lookup by offering ways for customers to search by distance, supplier type and product according to Gartner L2’s report on the topic. Additionally, the tool offers location and contact information alongside a dynamic map. The USG page clarifies intent in its title, Where to Buy, and the tool offers a number of different options that let buyers play.
Main features of USG.com's new Where to Buy Page
This image is borrowed from Gartner's website.
Choosing a supplier acknowledges that two types of buyers may use USG.com—a DIY homeowner or a professional contractor—while the expanded choice offerings allow users to select what product they are looking for and from whom. The map and sidebar also offer both location data and relevant contact details for the preferred location. “Contact card” links in the sidebar also allow users to view USG products that are available at each specific location.
These can help ensure that the buyer stays on a path of purchase that plays to USG’s benefit.