Hillhout
Conveying the dream garden experience with a new website and configurator redesign
From a discovery workshop to redesigning the website architecture, the configurator, and improving the user experience.
My role
Leading the design process of the new website. From research to implementation, this consisted of rethinking the information architecture, hosting the client discovery workshop, doing a competitive analysis, and creating responsive wireframes and prototypes for key pages (homepage, dealer, landing, category).
Project type
Website and configurator redesign. I was the design buddy for the product configurator flows and designs, built the design system for the website, and collaborated with a product owner, and development and marketing teams throughout the project.
Team
Gracious Agency (Part of Happy Horizon)
Business Goal
Creating a website that embodies a lifestyle-focused brand while driving sales growth through an elevated user experience and streamlined access to the product configurator.
User Impact Goal
Delivering an intuitive, modern design with clear navigation that guides users seamlessly to the configurator while providing an interactive moodboard experience. The sleek, contemporary aesthetic with well-structured information hierarchy ensures users can easily explore industrial styles, customize products, and navigate the enhanced configurator with confidence.
Design process
Throughout the discovery workshops and communications with the stakeholders, I identified several pain points in the website which led us to developing an optimized architecture that was better geared towards conversion. This resulted in a sleek and modern solution with a simplified navigation, a unique moodboard feature, a configurator redesign, and a consultation for the art direction of their photoshoot.
01/ Research & Ideation
This phase consisted of a discovery workshop, kick-off meeting, and ongoing communications with their marketing expert and product owner. By reviewing existing design materials we/I identified key pain points in their website: unclear information structure, confusing categories, and an outdated configurator that hindered the user experience. Through the structured discovery workshop, I utilized brand thinking canvas methodologies to understand Hillhout's products, services, technology, and vision while positioning them within the competitive landscape.
Working alongside the marketing team's mystery shopping insights, I analyzed these structural and navigational pain points, defined their unique selling propositions, and clarified their brand identity through "who we are, what we do, and why it matters" exercises. The research culminated in defining target audiences, desired emotional responses, and strategic approaches to achieve those goals while addressing accessibility issues across different devices and user groups.
02/ Wireframes and flows
I collaborated closely with the marketing and content teams to develop a website structure optimized for conversion, focusing on strategic user pathways and content hierarchy. Key deliverables included restructuring the dealer page for improved usability, and redesigning access points to the configurator to ensure seamless user flow and reduce friction in the customer journey.
03/ Final designs and optimizing
Through multiple design iterations testing various components and structures, I delivered final designs featuring a sleek, modern layout with simplified navigation, softer color palettes, and refined logo. The solution included smooth animation prototypes optimized for fast loading times, aligning the visual appeal with Hillhout's brand positioning.
04/ Implementation and optimizing
I collaborated with the development team to deliver a responsive website with intuitive navigation. Storyblok CMS was implemented with a seamlessly integrated configurator with Dynamaker, Google Maps dealer locator, and Mautic lead management forms with real-time customization functionality.
05/ Moodboard feature
I designed a distinctive moodboard feature offering three curated style possibilities as visual references, drawing inspiration from fashion lookbooks and custom interior design portfolios to help users explore and select their preferred aesthetic direction.
06/ Configurator
I served as a design buddy for the configurator, focusing on creating intuitive and accessible user flows at any stage of their journey. The configurator design seamlessly reflects the website's stylish aesthetic while maintaining simplicity and usability throughout the customization process.
07/ Photoshoot art direction
I also consulted the client with respect to the art direction for their upcoming photoshoot. This covered shoot briefing, challenges, and defining goals that aligned with the target audience's needs and the visual context of the new website design.
08/ Editorial design
I designed stakeholder and internal employee presentations using simple, modern, and luxurious aesthetics in both Pitch and PowerPoint formats, ensuring consistent brand alignment and professional visual communication across all presentation materials.
Round up and results
The project successfully transformed Hillhout brand with improved user experience and streamlined customer journeys, and positioned them as a premium garden house provider.
If you're seeking design expertise that delivers goal-focused, user-centered solutions, let's connect to discuss your project.
You tried so hard and got so far... so let’s connect
Zullen we een bakkie pleur pakken? ☕️