Pella.com site strategy
2011-2012
The challenge: As Pella's digital agency of record for several years, ZAAZ had overseen the redesign of Pella.com two years prior. Our client challenged us to think about the next generation of the site, achieving a premium look and feel while improving customer satisfaction.

What I did: I co-led a cross-functional creative team with another creative director, focusing on digital strategy and user experience, stepping in to replace a UX lead and strategist who had moved to other accounts.

The approach:
The result:
Customer journey flow diagram showing the typical emotional process a customer goes through during the window purchasing process and beyond.
A content priority map showing the relative importance of content for the customer at different points in the purchase process.
A screenflow diagram showing how content on different pages meets customer needs and drives action throughout the purchase process.
A site map diagram showing the structure and relationship between pages associated with the Pella Promise campaign page.
The Pella Promise campaign page, featuring a parallax scrolling experience. Visual design by art director Michael Chen.
The Pella Promise campaign page, featuring a parallax scrolling experience. Visual design by art director Michael Chen.