Deriving user insights from web analytics, user feedback, and market research, it was clear Sunbrella had significant opportunity to improve user journeys across its digital touch points. The biggest offender was the Sunbrella homepage – at the time it only featured an image with the trademark, “Legendary Performance Fabrics.”
A new homepage provided interactive content to better inform and direct users, overall creating clarity around Sunbrella’s product offering. Further, the page is designed to help change the perception of Sunbrella as an outdoor-only fabric and make the legendary fabric as well-known for design as it is for performance. This is just the beginning, beyond the homepage Sunbrella’s web presence is being elevated with targeted user journeys and updated digital brand styles.