Overview....
With over a 30-year legacy, the brand sought a modern, family-friendly refresh to align with evolving consumer tastes.
Premier Pools & Spas (PPAS) is a leading nationwide franchise specializing in concrete, vinyl, and fiberglass pools. As a leader in the industry, generating millions of website visits annually, we prioritized enhancing user experience through a comprehensive website overhaul. When the time comes to launch the rebrand, it will look like the following.
Given the tight deadline, I focusing solely on the home page to encapsulate the rebrand vision. While this deviates from the original plan to prioritize high-traffic pages, I wanted to maximize the impact by prioritizing core rebranding elements, user experience, and a clear call to action.
Key Insights....
Given that this is a large and permanent investment, customers want the best experience from their pool builder, so they are willing to take their time researching.
Of Researching
Premier customers spend an average of 2.5 months to decide on a pool builder.
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Swimming Pool Market
With a projected growth to $6.4 billion by 2031.
Buy a pool for their family
Majority of Premier customers make this purchase for their children or grandchildren.
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Solution....
The new design system and pulls inspiration from the company’s heritage while infusing the energy, vibrancy powered by everything Premier offers.
The solution at the time was to format the home page to build brand trust with customer testimonials, inform the customer of their pool options and then lead to the CTA.
Building brand trustGiven this is a large investment for the customer and their family, they want to be ensured a quality purchase experience.
Getting a timely quoteWhether the customer is a web lead or phone lead, they struggle to get a quote. Pool quotes aren't so simple as the prices range from size/depth, features, spa, material of the pool, and so on. Alongside an operational and sales strategy for the franchise to deliver a timely quote with standardize "starting at" price points, Premier would respond 50-58% faster to quote submissions.
