Gavigan & Gruppo [2023]
Gavigan & Gruppo is an interior design partnership based in WNY. Nicole Gavigan and Danielle Gruppo came to our team looking for a refreshed way to reach their ideal client. By the end of our UX and development processes we were able to deliver a product that exceeded business goals and aligned to our clients' personal design aesthetics.
Strategy
Identifying goals and action items
In order to establish actionable ways to improve our client's digital experience, we needed to understand their current situation in totality. From an open-ended business SWOT analysis to a tailored digital questionnaire, we were able to determine that an elevated portfolio website could help Gavigan & Gruppo reach their business goals and provide their users with a full understanding of the client's USP.
Primary goals with implementable action items were as follows:
1. Get more business
This goal is obvious but our client made it clear from their questionnaire responses that getting the right clientele was very important to them.
When asked a variety of questions about what they’re looking for from their new website the client responded with:
"Bring us more business...get prospective clients excited to work with us after seeing the range of work we are capable of"
"...more importantly, expand our client base and increase our sales"
1. Convert Users
Getting more business from the right user comes down to conversion optimization. To help our client's conversion rate we executed the following:
- Thoughtful user-flow tailored to the multitude of user-bases
- Strategically placed CTAs throughout the site architecture
- Better showcase of the client's work
- An elaborate contact form with project-centric fields that gathered important information and qualified users for our client, reducing unnecessary workload for the client
2. Highlight Process
One of our client's pain-points with their previous website was that it did not properly represent their projects or their process as interior designers. Finding a way to effectively showcase our client's work would support goal #1–bring in more of the right business.
When asked about what they’re looking for from their new website, the client responded with:
"Showcase our caliber of projects.."
"Impress them...and get them excited about working with us....AND give a solid overview of what to expect and how our process works"
"...get prospective clients excited to work with us after seeing the range of work we are capable of"
2. Diverse Representation
Gavigan & Gruppo knew their projects should be better represented. In order to do this, we needed to showcase our client's work in multiple ways to account for a variety of users browsing the site for different reasons.
- An image gallery – easy for certain users to quickly browse specific room types with filters
- Case studies – designed to highlight our client's exceptional process and sorted by "Residential" or "Commercial". These case studies were designed with page-specific horizontal scroll layouts that drew attention to their process and detailed sourcing capabilities.
Process assets
Below is a collection of assets pulled from the UX design process including digital questionnaire responses, wireframes, discovery synopsis pages, and sketches.
Final Designs
Project Gallery featuring a manageable CMS filter system.
Project case studies were split into "Residential" and "Commercial" groups to represent Gavigan & Gruppo's two main client types.
Animations were designed to be a little less "snappy" than what would typically be expected. These interactions are intended to feel smooth and elevated.
Results
Ongoing Success
Ultimately Nicole and Danielle are happy with their new website as they continue to use it as a tool to help represent and grow their business. The detailed form has done well in providing potential leads. Since launch, they have added a variety of new case studies and updated their project gallery with fresh imagery.
If I were to change anything about our strategy, I’d say we could have established more specific and quantifiable KPIs in the beginning of the process to better reference post-launch.
