ProVia
Opening a B2B manufacturer to homeowners
A self-service Design Center for ProVia, giving homeowners a way to explore, combine, and fall for premium exterior products before they ever call a dealer.
- Role
- Web design & product development
- Industry
- Building materials, Home improvement
- Disciplines
- Product, Design, Marketing
Challenge
Homeowners knew ProVia's name but could not connect it to the premium doors, windows, and siding it makes. The B2B marketing worked for dealers and left homeowners in the dark, a costly gap in a $400B+ home improvement market where people research long before they call a contractor.
Approach
Research in customer service logs, heatmaps, and stakeholder interviews showed homeowners think visually first and struggle to picture products working together. Over a year and a half we designed and built the Design Center around that: style-first galleries, Pinterest-style saving into vision boards, modernized 3D and 2D configurators, and an information architecture that finally organized the catalogue for people, with preferences captured for dealer handoff.
Results
Testing showed faster navigation and users spending significantly more time in the Design Center, engaged in focused exploration. Dealers began receiving better-qualified leads arriving with documented preferences.
Impact
The Design Center gave ProVia its first direct-to-consumer capability while strengthening, and never bypassing, its dealer relationships. A B2B manufacturer learned to speak homeowner.
More work
Proof, by project.
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