Spray Foam Systems Digital Experience
Revamping the entire brand and e-commerce experience for a family run Sprayfoam Insulation company.
My Role
Strategic Client Partner & Resource Manager
Tools Used
Figma
Wordpress WooCommerce
Elementor
Google Analytics
Team
1x Creative Strategist
2x UX Designer
1x Brand Designer
3x Developers
Duration
7 Months
Key Contributions
Client Relations
Strategic Management
Listening sessions
Messaging Strategy
Brand Strategy
Site Mapping
Development Management
CX Strategy
Analytics implementation
Onsite at Spray Foam Systems in Greensboro GA.
Spray Foam Systems
A 20 year old family-run business and your #1 source for all things spray foam.
Spray Foam systems has grown into an industry leader, offering a range of products over 50,000. You name a Graco product, Spray Foam System has it. While demand for their products and services continues to grow, their website's capabilities have since fallen behind.
We worked directly with the CEO and Founder, TJ Peters, and his VP of Product to make their website match the exceptional services and products they provide, and become a key driver of business.
The Challenge
Spray Foam System's growth had flattened and the lack of a functioning e-commerce website was the key to unlocking new business.
How can we overhaul the digital experience to reestablish SFS as the Spray Foam industry standard?
Let's Break it Down.
Project Goals
With a fully functioning website, we are able to unlock SFS for revenue growth and scaling resources.
Goal #1: Launch a fully functioning e-commerce website
Goal #2: Create a site architecture to house 50,000 products
Goal #3: Cater the digital experience to each customer segment
Goal #4: Modernize the brand while honoring the family legacy
Becoming Spray Foam Savants
In-depth interviews with each stakeholder
In this initial phase of our engagement, my strategist and I conducted 9 in-depth interviews with a breadth of SFS team members across the executive board. These allowed us to immerse ourselves in the industry landscape and define the internal problems we are tackling.
Takeaway #1
Current sales are driven through reps, not through the website
The company is not able to scale their sales or CX teams because both departments are needed to close sales on the phone with customers.
Result: Top priority is getting a functioning e-commerce experience running to ensure sales close through the website without a team member in the loop.
Takeaway #2
The website does not serve as a resource
No user segment has a positive experience with the site; Online customers are unable to place orders, distributors go directly to sales reps for questions, and the internal team references competitor sites to search products.
Result: We built the website to be a central source of truth where all user segments can successfully access what they need.
Takeaway #3
Branding doesn't convey category leadership
The current brand hadn't been updated since it's inception, yet SFS is now a leader in green technology, has cutting edge patents for spray foam equipment, and offers personalized consulting and trainings for contractors.
Result: We modernized the entire SFS brand to match their caliber of offerings and set the tone for the industry.
Who Exactly is the Customer?
Developing Personas & Customer Journey
We put ourselves into the mindset of the 3 main customer segments who interact with SFS: online buyers, contractors, and partners. With varied needs and experiences across the site, we found that we needed to provide a tangible value add for each persona to reference the site as their source of truth instead of immediately calling a sales rep. This would increase sales efficiencies and allow SFS to invest their resources in growth versus operations.
Outcome: We designed the site to be a resource hub for each segment, with specific pages or sections catered to content they would be needing.
Reorganizing 50,000 Products
Site Architecture
The sheer number of unique products sold by SFS added to the complexity and scale of this project. With the understanding of the typical customer behavior of knowing the exact SKU number of the product they seek to purchase, we prioritized search functionality to be at the forefront of the site.
The 50k products were then organized into parent and child categories. We worked closely with the SFS team to determine these categories; combining purchase patterns analyzed in WooCommerce and the team's knowledge of the product base.
Final Site Architecture
Setting the New Vibe
Full Rebrand of the Company
“We want that Tesla innovation feeling, but we want that Ford built for tough" - TJ, CEO
I led the project of working together with SFS to strike the balance of fresh, innovative branding with the need to maintain the family legacy and brand recognition they had established with their customer base. The shield shape and green color palette nods at the initial brand, with an upgraded symbol and lock up.
Original Logo
Previous Linkedin
New Logo
Updated Linkedin
Tying it All Together
Prototyping the Website
Call Out #1
Search Functionality
Leaning into customer behavior of knowing exactly what they are looking for, we prioritized search functionality across the entire site to help customers get the products they want.
Call Out #2
Contractor & Partner Hubs
Catering to contractors and partners experience on the website was a strategic importance for SFS business opportunities.
Call Out #3
Maintaining SEO Optimizations
While the original SFS website had effective SEO optimized pages, they were mostly unorganized and not user friendly. We transformed these text heavy pages into a new "Resource" section within the site to maintain the keywords necessary for SEO while streamlining content.
Deploying the Experience
Design & Implementation
The site is successfully live as of March 2024! I managed our development team end-to-end from Figma hand-off through QA and post-deployment. The biggest factor for development was managing 50,000 products across the site. This many products intensified the workload and effort for any mass update or debugging.
Thoughts & Next Steps
Data-backed Iterations
Launching this new digital experience is setting the foundation for growth for Spray Foam Systems. Since the site launch, key metrics we are following are checkout conversion rate and percentage of online orders to phone orders. I will update this when we have a full set of data to report on!
The biggest recommendation to the client after this engagement is to narrow down their product offerings, as they currently have 50,000 skus on the site, and refocus their resources, business objectives, and investments. This many products naturally escalates any work on the site, server, or customer service.
Personally, this scale of a project was a feat I am proud to be apart of. I was able to help redefine a 20 year old family business, and built personal relationships with each key stakeholder including the owner and his family.
We are still working with SFS to provide ongoing maintenance support and insights reports to continue leveling up the company.
Want to see the site in action?