SEO Web Updates for Ventilation Page

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Project Overview

Role: UX/UI Designer, Art Director
Client: Thermador
Duration: 2022
Deliverable: An optimized web page design

The Ask

Data collected by Red Door Interactive (RDI) indicates that Thermador had an opportunity to be a leader in the Ventilation space. By adding frequently searched keywords by users, we can increase client's position on the search engine results page (SERP) for Ventilation products.

Thermador is the leading brand on the market when it comes to innovation and technology of their products, but there is a lack of awareness in the Ventilation space. Client needs recommendations for a new and optimized user experience aligned with research data that will place client in a leading position in the Ventilation space among competitors.

Research & Landscape

Competitive Landscape

RDI had collected data on keywords from competitors pages that was placing them higher up on the SERP. They provided said keywords along with recommendations for additional sections that could further benefit the page. Upon conducting my own research of competitors in the market, I found a unique opportunity for the brand to stand out among other brands. It is known through prior research that the benefits and technology are more understood and appreciated in the European market, including health benefits, something not widely known in the U.S.

I thought this would be a great opportunity to educate the audience about Ventilation so they can become A) more interested in Ventilation, and B) be better equipped to make an informed decision when purchasing a Ventilation product, that fits their unique needs. All the while, I saw no other companies, American or European, covering this. We proposed this as an additional recommendation to bring value to the brand. We started to pull educational materials together to demonstrate this.

Audience

This webpage covering Thermidor Ventilation products is consumer-facing, as well as dealer-facing, because consumers will get in contact with a dealer to purchase a product. So we had to come up with a solution with this dual audience in mind, delivering a detailed yet easy to digest approach to Ventilation education.

Constraints

The foundations that the website itself (Thermador.com) is built and hosted on is constructed in such a way that it uses repeated components and modules that are used across sister brand websites like Bosch and Gaggenaeu. This meant that we had very limited styling capabilities, due to client's tight budget. So in creative execution, we had to adhere to using block components already created for all the sections of the page.

Problems to Address

1. Lack of competitive position on the SERP

Competitors to Thermador are achieving higher placement on the SERP with these modern keyword searches. Thermador's site needs to be updated with the appropriate language and items consumers and dealers are searching for across the web.

2. Lack of educational component

This isn't so much of a 'problem' but an additional opportunity I identified in my research, that is a need among the targeted audience, and that no other competitor is doing. By dedicating a section of the page to educate the user about Ventilation, they are better primed to browse products down the page, equipped with this knowledge.

Creative Development

Approach

I set out to determine the best new user flow for this web page keeping two important things in mind: the dual audience of consumer and dealer, as well as taking an educational stance in the Ventilation market. We were going to attempt 2 versions, one that is a bit lengthy to really give the user all the information on Ventilation and Thermador products on one page, and a shorter form version that would simply focus on the use and benefits of Ventilation, leaving just navigation buttons toward more specific Ventilation products if desired.

Tools

User Flow # 1

User online search
Introduce Ventilation
Thermador’s Ventilation collection
Top Features at a Glance

Illustrate how vent hoods install in the home
Which Ventilation product is right for you?
Uses & Benefits of [Subcategory Product]
Carousel of [Subcategory Product] from Thermador

User Flow # 2

User online search
Introduce Ventilation
Thermador’s Ventilation collection
Top Features at a Glance

Illustrate how vent hoods install in the home
Choose Your Vent Hood
Shortform carousel of Ventilation products by Thermador

Longform Version (Selected by Client)

Introduce Ventilation - This section is primarily for users that aren’t familiar with this kind of product. Here we describe the purpose and benefits of Ventilation products, illustrating that adding a Ventilation product to their kitchen would be valuable.
Ventilation Collection - This section is placed near the top for users that are already familiar with Ventilation and want to explore Thermador’s collection right away. Products to be listed are Custom Inserts, Wall Hoods, Chimney Wall Hoods, Island Hoods, Downdrafts, and Blowers.
Top Features - This section will mostly go unchanged from the current web experience, but we’ll replace “Push Button Panel” with content that explores how the product cleans the air. “Removes Debris from the Air” is an option.
Illustrate How Vent Hoods Install in the Home - Here we’ll continue to educate our audience on how Ventilation can be installed in 3 different ways: within the vent hood, duct inline, or the roof.
Which Ventilation is Right for You? - This section will go more in depth into the variety ofVentilation products: Custom Hoods, Wall and Island Hoods, and Downdraft.
Use and Benefits of [ Subcategory Product]
Carousel of [Subcategory Product] SKUs

Shortform Version

Introduce Ventilation - This section is primarily for users that aren’t familiar with this kind of product. Here we describe the purpose and benefits of Ventilation products, illustrating that adding a Ventilation product to their kitchen would be valuable.
Ventilation Collection - This section is placed near the top for users that are already familiar with Ventilation and want to explore Thermador’s collection right away. Products to be listed are Custom Inserts, Wall Hoods, Chimney Wall Hoods, Island Hoods, Downdrafts, and Blowers.
Top Features - This section will mostly go unchanged from the current web experience, but we’ll replace “Push Button Panel” with content that explores how the product cleans the air. “Removes Debris from the Air” is an option.
Illustrate How Vent Hoods Install in the Home - Here we’ll continue to educate our audience on how Ventilation can be installed in 3 different ways: within thevent hood, duct inline, or the roof.
Choose Your Vent Hood - We will utilize the same carousel currently on the website—this will be a much more condensed version describing each type of Ventilation.

Challenges

One unanticipated challenge was the lack of educational materials the client had on hand. We simply used an image pulled from the Ventilation user manual to illustrate how it works in the home. These were the only other challenges aside from the 2 we knew going in (dual audience and limitations of the website).

Implementation & Development

Once the design was finalized, I packaged the assets, design file and implementation deck for the client's dev team to build. We then would review and provide feedback in case any details were missed.

Final Creative

You can scroll this webpage to see the final creative, or visit the live webpage.

View live webpage

Impact & Efficacy

Stakeholders were very pleased with the final solution. RDI did note an uptick in clicks to and on the new webpage. People seemed to be engaging with the educational content around Ventilation as well.