Hightower serves two different customers at different points in the shopping funnel therefore the navigation needed to serve both those looking for inspiration and discoverability (interior designers) and those looking for product specifications like pricing and lead times (dealers).

Borrowing from retail website trends, we offered a rollover feature that allowed the customer to view the product in a more environmental perspective. This also allowed the main PLP page to have a consistent aesthetic despite showing a wide range of products and styles from different brands.

We leveraged a “quick shop” button feature that allowed customers the ability to access pertinent information they were looking to capture quickly, saving them time.

For dealer based customers, detailed information such as dimensions, warranty, lead time, pricing, etc. where simplified at the top of each PDP page making it easy to navigate and consistent across the 1000+ product pages. Competitors often buried this information in PDF catalogs, so to better service the customers we provided this information front and center.

Another strategic user experience we focused on was making pricing not only easily accessible but also dynamic. Customers could select different features and finishes at an upcharge and the pricing would adjust based on their selection.

Being that the industry leveraged dealer sales model, additional discounting varied, therefore we created a basic cart experience allowing customers to add multiple items to a cart and then request finalized pricing. The quote would be automatically emailed from the Shopify site to our CX team, removing the step of clients needing to translate extensive information from our site to an email and then also reducing multiple back and forth communication between clients and customer service.

In response to regular requests from clients about what products were in marketing imagery across the site, we developed a “Shop the Look” feature to simplify the user experience.

In order to ensure customers could fully understand the optionality and possibilities of how a product could work in their projects we added this additional image section. Leveraging non-professional installation images, we were able to increase our image database with minimal costs to the organization, provide customers with more information to help them make an informed decision and prevent the non-marketing imagery from conflicting with the overall branding and aesthetic of the website.

We created a dedicated space for technical sustainability information with simplified messaging that made it easy for customers to digest.

Based on our CX teams feedback we also created inquiry forms based on commonly asked questions. This allowed us to ensure all necessary information was gathered from the customer in an organized fashion and helped reduce back and forth communication allowing our CX team to quickly and efficiently get customers answers.