TreeHouse is a home improvement company, focused on creating beautiful, healthy, and sustainable homes.
By elevating the kitchen shopping experience through showcasing work and creating self service quote tools, we made it easy for customers to see their future kitchens and plan for the costs.
Overview
50% of TreeHouse's project leads come through online form submissions. Over the course of a year, we analyzed the performance of individual project type pages (i.e. kitchens, floors, windows, etc), user engagement with content, and collected user feedback.
Our top goals for the project were to elevate the overall design quality to align with our higher end offerings, create a higher focus on customer-preferred content (i.e. galleries & installations), create a streamlined mobile experience, increase conversion, and introduce new ways for customers to get instant estimates.
Page scrolling and form inputs were primary behaviors we monitored
Creating Estimates
In order to create automated kitchen remodel estimates, we analyzed thousands of projects to identify patterns in estimates vs. costs. Kitchen remodels are a culmination of several smaller project types (flooring, back splash, etc) rolled into one. So, making sure our estimates were accurate, was a primary concern. To validate that our estimates were accurate, we tested every kitchen project TreeHouse had done in the years prior, and adjusted until the team felt confident in its accuracy.
Before
After
Results
The new project page resulted in a substantial increase in lead submission conversion - from .5 to 5-6%. We tested two variants, where Variant A had a lead form within the page (most similar to control), and had a conversion of 5%. On Variant B, we tested a new automatic kitchen estimate feature, which resulted in a 6% conversion
Creative Director (2018)
Project role: Research, Strategy, Interaction Design, Visual Design