How do we help buyers choose between our products?
Organize the products the way buyers think about the job (by room, by problem, by style), show a comparison of the specs they care about, and give the dealer and the contractor their own way in. For HGTV Home by Sherwin-Williams, testing the categories with real shoppers cut twelve categories to seven and raised confidence 13%. More in helping customers choose online.
How do we relaunch a flagship product without losing the old one?
Give the new version a name buyers can tell apart, keep the old version's pages and documents live for the people who own it, and point each audience to the right page. For Marvin I did the UX for the relaunch of a flagship window, where double hung is such a standard that a new version can easily look like the old one. Relaunching without breaking the old pages walks through it.
How do we organize thousands of product documents?
One document library tied to the product pages, with consistent names, a version on every file, search by model number and old names, and an owner for each document. Contractors and installers come for the documents more than the marketing. At Honeywell, consolidating about 300 websites into 13 started with the same work: studies of what content people used and one taxonomy for all of it. More in organizing product documents.
Where does AI help a building products company?
On the documents and the questions: drafting spec answers and submittals from your own library, answering dealer and contractor questions with a source attached, prepping quotes, and cleaning product data. Code and safety statements stay with a person. At Quartz Importers I built the sales team's AI agent platform and knowledge graph. More in how a building products company can use AI.
What does it cost to start?
A one-hour second opinion is $150. Category, document, and relaunch research runs as a fixed study price, quoted before we start. AI builds are a fixed scope or $150 an hour, and a fractional CTO seat is $3,500, $6,500, or $11,000 a month. Anything over $3,000 can be paid by the month, no interest.
