All Pro Shutters was an aluminum home product manufacturing company based in the South East. They initially wanted to brand themselves as a shutter company as it was set to be their initial product offering. After learning more about their business goals to eventually expand past shutters, we recommended them dropping “shutters” from their name and creating a logo that was more representative of home consumer products rather than shutters. You can see this with the gable and roof line seen in the icon of the logo.

I was tasked with leading the branding initiative, overseeing the development of their logo and brand guidelines. Then lead the UX & UI build out of their eCommerce Website. We looked to mimic but simplify the “direct to consumer” website design seen with Purple Mattresses.

   From our research into their competitors, we found ordering custom shutters from online suppliers was complicated, ugly and clunky. We wanted to streamline things and educate buyers on purchasing these complicated products.

   There are 1000’s of colors, various sizes, styling, finishing and options to add to these products. We wanted to create a seamless step by step process to ordering these products (a phase 2 of this project incorporated more buyer education which would be prominently displayed on the site). By having collapsable option areas, we controlled what the customer worked on first. Making sure that AllPro matched the color they desired was the most critical step in the customer process which allowed us to make that only open accordion when initially viewing a product (product is shown below with all accordions open).