At a Glance
Architects and interior designers visit the Armstrong Commercial Ceilings website to research complicated ceiling systems for new airports, hospitals, or hotel lobbies. I worked on a soup-to-nuts responsive redesign and content strategy for their site, vastly improving cusotmers' ability to find products and technical information.
What I did
- UX Analysis
- Content Strategy
- Information Architecture
- Wireframes & Prototyping
- Usabilty Testing
Client's Industry
- Construction
- Architecture
- E-commerce
Type of Project
- Website Redesign
- CMS & PIM
Summary of main UX and content improvements
- Developed a new content vision for their website in which they tag all their product, learning, and inspiration content and publish it dynamically across their entire site.
- Redesigned their site’s navigation, structure, and taxonomy to make it easier for customers to find products and content.
- Cleaned up confusion between product families and SKUs.
- Designed new faceted browsing pages, product pages, brand pages, and photo gallery.
- Created new sections of their site for selling by solution (markets and performance).
WHAT CUSTOMERS SAID ABOUT THE NEW SITE
“The site was clear and easy to navigate. I was surprised by a number of things: the depth and breadth of your product line, innovative solutions, excellent information about sound attenuation, and the strong section on sustainability.”
- Jan (Architect)
“The multimedia integration is excellent. The grid with varying "stories" to select from exposes site visitors to more products and resources than expected. I found resources that I never new were available from Armstrong. Great design!”
- J.R. (Architect)
4.73 Average post-launch survey score from customers (1 = terrible site; 5 = best possible site)
Traffic to key pages up by 1800% after launch.
A year after they launched our redesign, I checked in on Armstrong Ceilings and was amazed at their metrics. It was clear based on traffic, that we dramatically improved their website—especially customers’ ability to find and discover important content.
| Page/Feature/Device | % Increase in Visits 1 Year after Launch of Redesign |
|---|---|
| Mobile Visits | 269% |
| Product catalog (overall) | 37% |
| Project Gallery | 33% |
| Data Sheet Downloads | 16% |
| Order Sample Pages | 58% |
| Product Category Pages | up to 125% |
| Product Pages | up to 165% |
| Collection (Brand) Pages | up to 1800% |
| Solution & Market Area Pages | up to 990% |
Case Study: improving Armstrong's market-based solution selling
One of Armstrong’s goals was to become more of a solutions seller, rather than simply a product manufacturer. Unfortunately, their solutions-oriented market pages were not very compelling or informative.
Additionally, while Armstrong had created lot of market-based information, it lived in disparate content silos on their site (e.g., photos in the photo gallery, videos in the video library, products in the catalog, case studies in the case study section, and so on).
We designed new solution-selling pages for Armstrong that brought together all of their rich market-based information (e.g., photos, videos, case studies, products) from across their old site onto a single page–and enabled customers to navigate all of this information by room. See a live example of Armstrong's Office solutions page.
After launch, traffic for some of these pages went up by as much as 900%!
BEFORE & AFTER: Improving market-based selling on Armstrong Commercial Ceilings
Traffic to Armstrong's Office page went up more than 300% after we redesigned it, because now it's a much more useful page to their customers.
BEFORE & AFTER: Increase in traffic after the redesign of Armstrong's most important solutions pages
Traffic to Armstrong's Office page went up more than 300% after we redesigned it, because now it's a much more useful page to their customers.