Larson Doors Website
Larson’s digital experience consisted of a separate brand site and Shopify site, leading to a poor user experience and inconsistent brand identity. To improve brand recognition and customer journeys, I reimagined the site as one all-encompassing experience, boasting an elevated vision for the Outdoors brands under Fortune Brands Innovations.
MY ROLE
Designer, Art Director
AREAS OF FOCUS
Web Design, Art Direction
CHALLENGE
Larson has been a mainstay in the storm door category for decades. It is one of five brands under the Outdoors umbrella of Fortune Brands Innovations that has been getting a fresh look over the past year. To remain competitive, Larson would need to push beyond the new vision for their brand and create a best-in-class shopping experience for today’s consumers. This would be the first large-scale digital application of the new Outdoors brand, and the first website designed in-house at Fortune Brands Innovations.
SOLUTION
To win over internal stakeholders, I designed two approaches—one intended to drive quick, transactional sales, and one designed to inspire audiences to reimagine their outer home. We ultimately married the two approaches, creating thoughtful buying journeys for anyone from the first-time home buyer to the seasoned homeowner looking to swap out a broken part. The result is a stunning, immersive experience that signals the next era of this legacy brand and other brands under the FBIN Outdoors umbrella.
Before
After
My role in this project was different from any other web project I had worked on in my career. While I was the lead designer behind the vision for the digital presence of this brand, I couldn’t do it alone. I spent hours discussing Larson with brand managers, hearing about customer concerns and pain points from Consumer Services, and learning about our products from commercialization stakeholders. I also worked cross-functionally with our Digital Experience and IT teams to communicate the design needs of this vision to ensure that our tech stack would support it. Additionally, I collaborated with external partners ranging from photography studios to digital experience agencies to help execute this vision into an all-encompassing digital experience.
