Phantom Screens
Repositioning a national brand in the UK
I had been working with Phantom Screens since they first came to the UK market in 2007. However 2020, was time for a rebrand. Phantom wanted to reposition their retractable screens as a premium product within the home automation sector, appealing to both self-builders and architects.
The lead piece of communication in their new strategy was a WordPress website – they wanted to utilise the extensive range of analytical and SEO tools available within WordPress to help understand and improve user engagement contributing towards great UX design.
Client workshop, research & planning
As part of the project inception phase, I conducted a number of workshops looking at target audience, photographic direction and how the customer journey would influence the site structure.
UX development and testing
The site was initially wire framed using Adobe XD. Via a second workshop, I demonstrated the new UX design to the client team allowing them to experience a working example of the new site and identify any areas that required improvement.
Design
After initial discussions to understand the customer journey we designed and developed our own WordPress ‘theme’. This allowed us to not only maintain consistency of the new look but to also have complete control over the user experience (UX).
Design & Build
Working closely with their in-house marketing team, we developed a new visual language and tone of voice for the brand.
Photography library
Photographs were commissioned and art-directed for use across all marketing material. The photos convey the state-of-the-art facilities while maintaining the warm and friendly feel of the brand.
CMS training & support
I provided one-to-one WordPress training to their digital content manager and future telephone support complimented with documentation detailing the new brand guidelines, content usage and overview of the training.
Client testimonial
The new Phantom site has been a huge success for us. Critically, we’ve seen a vast improvement in the volume of qualified enquiries for our premium products. The site is working harder at qualification (because the design is now right for its market) and that has removed some of the admin / qualifying burden from sales teams – helpful for us as a small business.
The benchmarking exercises we did with you prior to developing the site were really valuable in creating the right UX for our market. You understood what we needed to achieve and protected our brand values through the entire process – to the extent that the new site enhances the brand and consolidates our position as an important supplier of high-quality products to the UHNWI sector.
UX
Improved visitor engagement via a very good UX
Audience
Quality design that matches target market expectation
Content
High quality engaging and dynamic content
Filter
Smart ‘flow’ through the site
User-centred
Improved visitor engagement via a very good UX
Longer visits
Quality design that matches target market expectation
SEO
Retention of key SERPs positions for
premium product ranges.