Accessibility \ Art Direction \ Brand \ Digital Experience

GAF

Overview & Role

As part of GAF’s digital transformation, I was tasked with enhancing the customer journey by optimizing their website’s persona-based functionality. This involved designing an intuitive, seamless experience that would serve both B2B and B2C users, ensuring they could easily navigate and access roofing solutions tailored to their needs.

I led the design of the digital experience, focusing on persona-driven pathways to ensure that visitors could easily find relevant information. This included both providing art direction and design production, and working closely with the build and tech teams to ensure the design was implemented smoothly.

Design Process

Research & Strategy: I started by analyzing user behaviors and pain points to refine the site’s information architecture. We mapped out persona pathways to ensure a user-centered experience, taking into account the different journeys for contractors, homeowners, and distributors.
Design System Development: I developed a flexible, modular design system to maintain brand consistency across GAF’s digital properties. This system was designed with scalability in mind, allowing future updates to be easily implemented without disrupting the user experience.
Collaboration: Throughout the project, I worked closely with the tech and build teams to ensure seamless integration of design elements with backend functionality. Key features, like the Contractor Locator, were implemented to improve navigation and accessibility for users.
Optimization & Iteration: The site was optimized for search engines, and we refined features like navigation menus to enhance usability and reduce bounce rates.