THE MOST PREMIUM PRODUCT OF IT'S KIND.
The evolution of the Cambria website needed to not only communicate the beauty of it's quartz countertops, but also relate to the lifestyle of their customers.
HARD WORKING ARCHITECTURE.
Since the original design of Cambria.com, the company has been acquiring a wealth of super-valuable content from publishing a quarterly lifestyle magazine (Cambria Style), and a collection of new product releases.
The homepage needed to deliver ways into this content that was being hidden deep within the site's architecture. By developing a more robust landing page, Cambria can now consistently highlight both the product benefits and relevant, lifestyle content.
Building in a super-footer now allows for users to see the closest Cambria dealers without having to input any information at all.
DYNAMIC, RELAVANT CONTENT
Having an understanding of when to promote content leads to a more effective user experience. We built dynamic lifestyle content into the site based on the browsing patterns of the customer. Pairing content from Cambria Style magazine with shoppable content based on where someone is on the site and what they're doing that each page.
A Super-Hardworking Navigation
By classifying the state-of-mind the customer is in, the main navigation became a valuable area to promote content much deeper within the website. This allowed for more opportunity to promote content from within the lifestyle magazine (Cambria Style).
As the navigation behavior changed within each drop-down, moving from exploration of Cambria's many designs to utility-based clickables for purchasing and professionals, the highlighted content would modify to remain relevant to the customer's actions.
Pairing the dynamic content into the main navigation made it possible for any customer to be previewed important information at any point of entry. It no longer mattered if they landed on the site from an organic search, or if they were to begin on the homepage.
LET THE PRODUCT SPEAK FOR ITSELF.
Breaking the conventional way of displaying countertop products (small colored swatches), we wanted to show people the true beauty of the Cambria product. We let the complexity of each design shine by showing dimensional, full slabs of the quartz.
As one of the most rapidly growing themes within digital content, visual storytelling is how most people prefer to consume and share content. This practice was built into Cambria's dot-com evolution to produce beautiful representations of the product and it's benefits. It also promoted interactivity within the site, and the use of shared content across it's robust architecture.
UNDERSTANDING HOW PEOPLE SHOP.
Cambria's vast collection of beautiful designs spans over 100 different options. By using color values of the designs from the original build of the website, we were able to recommend more effective ways of navigating the collections.
Design & Direction: Chad Hancock Agency of Record: Space150