The existing site was an ineffective sales channel with limited CMS capabilities and outdated navigation. It had no SEO capabilities.

My starting point was to go back to basic brand storytelling techniques. In full day client workshops I guided the team to create user journeys for two personas (sensually motivated design enthusiast and goal-oriented construction partner)

I then created a multi-entry customer journey strategy to match Dornbracht’s 10 step sales pitch. With entries into the product catalog at every level, rational and emotional content could be added with templates at each step of the lead generation. Then I placed all client pages inside that grid to see which customer journey section had too many or too little pages, and if the content fit to the requirements of the particular sales pitch stage.

I then created choreographys or 'stories' for all LP and category templates. Some of the more complex components also had a sub- storytelling structure in them. In parallel to the UX/UI development, I created the Information Architecture for the main site, a blog and an internal service portal. I also created feature and process specifications for processes like account creation, collecting specifications or faceted filter search.

Then I created lo- and high- fidelity wireframes of all landing-, category-, detail-, and search result pages. The search concept alone increased product page views by 20%. I used styles of a small UI library, which I expanded with these new components.