Role: Lead UX/Web Designer & Developer (Octo Design Group)
Scope: Full Redesign, Conversion Strategy, Build & Deployment
Platform: WordPress
R&N Exteriors is a roofing and exterior contractor seeking to reposition themselves as a more modern and scalable company. Their goal was to position their brand in a way that reflects their transition from a union roofing contractor to a full-service commercial building envelope partner.
The new brand will maintain elements from their existing branding, such as the logo, but their digital presence was to be redesigned in a way to evoke trust, protection, professionalism, and sustainability while opening the door to future growth across verticals.
The brand has an existing digital and physical presence, which created a foundation to work upon, but they had wanted to expand beyond roofing and waterproofing, to full envelope services. This expanded their target audience and created a new challenge on how to expand upon their digital presence, and not lose the foundation that they had already established.
The goal was to elevate their website to reflect their new business structure, as well as update the UX strategy to speak to their new broadened target audience. Their new audience will include:
As always, before building the actual product I took many steps to ensure that it was the best user journey for the client, and for the client’s users.
This was a full cycle design project that I was able to lead from strategy to launch. It allowed me to have full creative and developmental control throughout the process, which helped me develop my skills on a deeper level.
After a few technical difficulties with transfering the domain and hosting, which have since been resolved, the R&N website had successfully launched. The website was responsive, mobile optimized, and designed to reflect an elevated, professional and modern brand.
The new R&N Exteriors website replaced a limited Squarespace presence with a more focused, user-centered WordPress experience. I clarified the information architecture, improved the visual hierarchy, and created a cleaner path for users to understand R&N’s services and contact the company.
Compared with the previous site’s final tracked month, the new site showed stronger performance by a 36% increase in visitors and a 48% increase in views, creating a stronger foundation for visibility, measurement, and future growth.
Based on individual page interaction and descreased bounce rates, the data supports that the new website structure provides a better user experience and has increased user engagement rates.