Developing a Seamless Omnichannel Experience to Drive Market Share: Fortify Building Solutions
Project Overview
Fortify Building Solutions was formed by combining the collective strengths, expertise and resources of three renowned industry-leading building brands—Heritage Building Systems, Metals Depot and Reed's Metals—creating a formidable force in the North American exterior building products market.
The Bailey team undertook a strategic collaboration with senior leadership to develop a truly seamless omnichannel web experience that would encompass all of the consolidated brands’ collective capabilities—elevating every customer touchpoint and driving measurable gains in engagement and growth.
Designed Website
What We Did
Our goal was to better understand customer and product requirements, establish user flows and develop a high-performing e-commerce strategy. We began by creating data-driven personas, mapped full-funnel customer journeys and then translated those findings into a modern, intuitive website—purpose-built to turn exploration into effortless conversion.
Our approach:
- Conduct stakeholder interviews and in-store customer intercepts
- Perform competitive analysis and identify opportunities within the market
- Align website capabilities with customer needs
- Develop a multi-phase e-commerce website
- Deliver a comprehensive omnichannel experience to improve the customer experience
Website Wireframes
Website Taxonomy
Website Sitemap
Results
The initial website launch featured a Mission, Vision, Purpose brochure site for the new Fortify Building Solutions brand, followed by a phased e-commerce rollout. The final website design and style guide ensured a seamless user experience that would help drive customer engagement.
Designed Website
Designed Website
