Accessibility \ Art Direction \ Brand \ Digital Experience

GAF

Overview

For GAF I supported their digital transformation, focusing on enhancing the customer journey and optimizing persona-based site functionality. My contributions included digital experience design through establishing a cohesive design system, providing art direction, and collaborating with build and tech teams for a seamless implementation of digital experience for end users.

Deliverables & Outcomes

  • Digital Experience and Design System: Developed a structured digital journey and a modular design system, ensuring effortless access to roofing solutions and consistent branding across GAF’s web properties.

  • Collaboration and Project Oversight: Supported the full site redesign, optimized for search engines, and implemented intuitive navigation features like the Contractor Locator.

  • The Results: A 132% increase in page views, a 52% increase in search entrances, and a 59% improvement in bounce rates, significantly enhancing GAF’s digital presence and user engagement.