Case study · Consumer web · Global brand
300% more customer inquiries from a global brand's consumer-facing redesign
- Company
- JELD-WEN — global windows & doors manufacturer
- My role
- UX Architect (CMD Agency)
- Team
- 10–15 across UX, dev, and content
- Scope
- Consumer site + custom global CMS
- Live at
- jeld-wen.com/en-us ↗
A contractor site, rebuilt for homeowners
JELD-WEN, a global window and door manufacturer, had a website built for contractors. The business needed it to work for homeowners: people who buy windows maybe twice in a lifetime, arrive knowing nothing, and will leave for a competitor the moment they feel lost. It also needed content published faster across dozens of country sites.
Where I sat
Mine: the UX architecture across both halves of the platform. That meant research synthesis, user flows, information architecture, and interaction design for the consumer site, plus the requirements, roles, and flows for the custom headless CMS that ran it in every market.
The team's: visual design, engineering, and content strategy from a 10–15 person cross-disciplinary team at CMD Agency.
Journey maps drove the architecture
We began with stakeholder interviews to catalog the pain points they heard from consumers, then audited the existing site to find where those pain points lived. Journey mapping drove the new architecture. The site had to educate first-time buyers and route them to a dealer or a form before their patience ran out.
The "get help" flow became the conversion centerpiece: understanding where users were in their buying journey when they reached for the form, clarifying the questions being asked, and repositioning the entry points across the site.
One CMS for every country, publishing 97% faster
In parallel, I defined the UX for a custom headless CMS managing all of JELD-WEN's proprietary sites globally: scope, user roles, and feature requirements, informed by comparative reviews of modern CMS architectures and close collaboration with the senior developers who engineered it. Publishing time for new content dropped 97%.
300% more inquiries in three months
- Customer inquiries up 300%+ within three months of relaunch.
- Page load times down 66%.
- Content publishing time down 97% via the custom CMS.
Still live, seven years later
Agency work usually gets redesigned away within a couple of years. This architecture is still on the job: the role-based routing above is the same flow that produced the 300% inquiry lift at launch.
Looking back
This was the project that taught me consumer experience and content operations are one design problem. I've reapplied that lesson to every platform since.