VELUX, the leading skylight manufacturer in North America, tasked our agency with merging several consumer-facing websites (whyskylights.com, skylightspecialist.com, and getskylightsinstalled.com) into one, aiming to establish it as the main digital hub for customers in North America.
This website will provide a one-stop solution for consumers, guiding them from initial awareness to the purchase and installation of a new skylight and beyond.
The website will NOT sell direct to consumer through e-commerce transactions; it is a consumer resource to learn about VELUX’s product catalog and provide them with the information they need to ultimately feel empowered to contact an installer.
VELUX Skylights
Role: UX Strategist, UX Designer
Tools: Figma
Business Objectives & Success Measures
After reviewing, synthesizing, and consolidating stakeholder survey results; stakeholders agree that the biggest challenges consumers face during the path to purchase for skylights, digitally, can be consolidated into a few key points:
Information Overload
Consumers often encounter too many sources of information, making it overwhelming to gather accurate details about skylights and their installation.
Installation Costs
Skylight installations can be expensive, and consumers may hesitate to commit a significant amount of money without a clear understanding of the product and its benefits.
Contractor Dependence
Many consumers don't feel educated or reassured enough to make an informed decision on their own, leading to a reliance on contractors for guidance.
Installation Process Comprehension
Consumers may lack a clear understanding of what's involved in the installation process, leading to uncertainty about the feasibility of adding a skylight to their homes.
Visualizing the Outcome
Consumers want to know what the skylight will look like in their homes before making a purchase.
We conducted a stakeholder survey and reviewed the results in a hands on workshop with the client to align on our priorities for the new website.
User Research
We were lucky enough to be able to work with Murphy Research Group to conduct a qualitative online study to understand the skylight journey and what features those at different stages of the journey desired in a website.
We spoke to 36 Consumers in 6 Groups:
Consumers early in the skylight project process (completing in next 12 months)
Consumers at advanced stages of the skylight project process (completing in next 12 months)
Consumers who have recently completed a skylight project (past 12 months
Key Research Findings
Drivers of project inspiration:
Necessity is the strongest driver of project inspiration and prioritization. Other inspiration sources including personal connections, social media, television, and home improvement stores. While skylights are rarely an urgent priority from a safety or repair perspective, some consumers feel it is a necessity for brightening dark areas of their home, reinforcing the need for communications and imagery on the influx of light and drastic difference skylights can make to a space.
Tailor website to consumers’ place in the skylight journey:
Consumers seek a website that meets them where they are in their journey and facilitates moving them to the next phase, but doesn't push them too quickly to connect with an installer or collect their personal information without a definitive purpose behind doing so. Navigation tools should be clear and helpful so as not to alienate consumers with website features more appropriate for those at a different of the project process than they are.
Need for external reviews:
For most consumers, exploring third-party reviews of products and contractors (whether online or reviews from personal connections) is critical. Consumers are not ready to take reviews from a brand or contractor website at face value. Personal connections in particular inspire the most trust and can minimize or eliminate the need for any additional research/vetting.
Website imagery and aesthetics:
Imagery that highlights the amount of light a skylight brings to a room and shows before-and-after pictures of skylight installations are popular. Picture-perfect imagery, while valuable in showcasing the skylight’s addition to the space, runs the risk of appearing inauthentic if it is the only type of imagery on the website, especially when it is on the contractor subpages. Highly conceptual and artistic imagery or website layouts are unhelpful and difficult for consumers to navigate.
Website information:
Important information for consumers to see on the website includes costs, warranties, no-leak guarantees, and direct comparisons to competitors highlighted on home improvement websites. The VELUX contractor pages are a welcome resource, but consumers want to see real projects from and facts about these contractors.
Website features:
Features like visualizer tools, price estimators, and options by geographic location are very popular. The ‘Find an Installer’ tool is helpful, but most consumers agree they would need to look at additional reviews on third-party websites. The ‘Start a Project’ wizard faces issues with its initial contact information probe, its required knowledge of specific home details, and questions regarding money-back guarantees on the prepaid transaction.
User Archetypes & User Flows
The primary audience this website caters to is: homeowners.
Within the category “homeowners” we have 3 types of user stories: Users seeking to purchase a NEW skylight, Users seeking to REPLACE a skylight and Post-purchase users
New Skylight Installation
Looking for inspiration and self-education before consulting with professionals.
Platforms like Pinterest, Houzz, Instagram, and HGTV serve as gateways for homeowners to explore the skylight category. As they observe the transformative impact of increased natural light and fresh air from above on living spaces, skylights become a consideration for their list of home improvement projects.
Most homeowners know which room they want the skylight in, but they're not sure about the next steps. They are uncertain about how much it will cost, how to install it, and what kind of skylights (and how many) are right for their space.
While the homeowners do express a desire to eventually consult with a professional, they want to learn more on their own beforehand to understand what’s involved in the project as a whole. This approach aims to avoid wasting their own time and the professional’s time.
When they’re ready, they may seek a preliminary conversation with an expert before committing to an in-person appointment, ensuring that they are well-informed and prepared for the journey ahead.
Replacement Skylights
Looking to make a quick decision with key details like the products, cost, and process.
This homeowner recognizes the need for a replacement skylight to address leaks or energy efficiencies.
They need assistance to identify the right replacement. They are looking to understand the overall costs and considerations when it comes to product selection, prior to speaking with a professional, as well as how quickly someone can come out.
However, because this project is likely born out of necessity, we can assume they will bypass the awareness and quickly breeze through consideration phases to primarily use the website for planning and conversion. It will be imperative that they can easily find and access the information they need to make a purchase.
Post-purchase
Looking for information on post-purchase considerations and benefits.
Having recently added a skylight to their home, this homeowner could be looking for information on post-purchase considerations and available benefits.
Their goal is to make the most of any offerings while staying updated on warranty details, tax credits, and potential upgrades.
Given their positive installation experience, they might be inclined to show brand loyalty by sharing their thoughts through ratings and reviews.
Site Map
Select Wireframes
