Hunter Douglas Pulls Up the Shades on a New Consumer Site

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Redesigned brings shopping experience to consumers online.

Hunter Douglas products are truly one of a kind, and the beauty, quality and functional benefits are extraordinary

The motive behind redesigning the Hunter Douglas brand site was a critical one: North America's leading manufacturer of custom-made window fashions sells its products through dealers, yet many customers conduct the majority of their pre-buy research online. The new - developed by the brand's long-time interactive agency of record Enlighten in conjunction with the Hunter Douglas marketing technology team - marries detailed product information, interactive design, and advanced information architecture with the experience of visiting a dealer showroom in virtual form. Built using a best practice toolset for consumer site development that includes incisive strategy, consumer interviews, usability testing, agile development, prototype testing, Flash/Ajax technology, extensive analytics measurement, and performance analysis, the unique site experience sets a new benchmark for brand and function quality, and provides a clear path to making a purchase. presents product information through a series of interactive features and best-of-breed interface technologies. Upon arrival, consumers are greeted with a "Flash Theatre" that introduces the brand through spectacular imagery and timely content that will be updated monthly. The experience of visiting a dealer begins in the "Starter Guide" section, where a virtual showroom anchors original product videos; information on buying criteria such as material, color, and energy efficiency; and the distinctive aspects of Hunter Douglas that set it apart as a premium brand.

The site allows users to explore individual products and view them based on any number of factors, including their attributes and features, specialty shapes and design options, view-through, and operating systems. A robust photo gallery illustrates products in different settings to help consumers visualize products installed on windows in real home environments, and a product comparison tool allows them to assess the ability of each offering to meet their needs.

As consumers peruse the site and get to know the products better through faceted searches, photo gallery images, swatches, and product pages, they can save their favorites to "My Workbook." This is the user's customized product page, personally populated to act as both design guide and research tool on the way to making a purchase with a dealer. "My Workbook" content can be emailed and printed, as well as compared against other products and modified as desired.

To further personalize the experience, boost engagement, and incite a purchase, the site remembers visitors' activities and preferences and provides quick access to this content upon their return. If a user saves a product to "My Workbook," for example, a message will appear welcoming her back to the site and reminding her to "see the product information you saved during your last visit."

In keeping with the objective of helping consumers to immerse themselves in the quality, beauty, and diversity of Hunter Douglas products online, links to the award-winning Hunter Douglas iMagineā„¢ Design Center, a room visualization tool also developed by Enlighten and the Hunter Douglas marketing technology team. Consumers can employ iMagine to envision their dream room, or to recreate design aspects of their home and furnish it with the Hunter Douglas window fashions of their choosing prior to making a purchase.

"Our new site successfully bridges the gap between the web and the dealer experience," says Linda Bellitt, director of marketing technology with Hunter Douglas. "Its interactive features, customization tools, and exciting presentation of our extensive product line are sure to resonate with consumers as they conduct their research on the way to making a purchase."

"Hunter Douglas products are truly one of a kind, and the beauty, quality and functional benefits are extraordinary," says Steve Glauberman, Enlighten's founder and CEO. "Hunter Douglas and Enlighten both had a passion for creating a new online experience that not only befitted the brand but set a new standard for consumer website interaction and engagement. From strategy to information architecture, writing, design, engineering and measurement, the new applies Enlighten's complete host of services to help propel this premium consumer brand online."

About Hunter Douglas
Hunter Douglas Inc., headquartered in Upper Saddle River, NJ, is the leading manufacturer of custom window fashions in North America and a national sponsor of Habitat for Humanity, covering windows in every Habitat home built in the U.S. and Canada. For more information, contact Hunter Douglas at 1-800-274-2985 or visit

About Enlighten
Enlighten ( is an interactive marketing, web development, data analytics, and strategic consulting firm building innovative online experiences for major brands including Sony, Audi of America, Hunter
Douglas, Jergens, John Frieda Collection, and Nickelodeon. Based in Ann
Arbor, the privately-held, award-winning firm was founded in 1983.

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Tessa Wegert
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