Häcker Kitchens

Häcker Kitchens Calgary—a luxury German kitchen retailer based out of Canada. With over 2,500 trading partners worldwide, Häcker aims to provide high-quality, stylish, functional kitchens throughout Alberta, Canada

After a recent move from England to Canada, the client wanted a website to highlight Häcker product offerings and direct customers to the company's recently completed showroom. I was hired to design a new website that focused on digital lead generation.

Design Process

  1. Define project goals
  2. Comparative analysis
  3. Sitemap & Wireframe
  4. Content strategy
  5. Visual design
  6. Client Feedback & Launch

Define Project Goals

I met with Häcker Kitchens Calgary to define project goals, brand guidelines, target audience, and UX best practices.

After defining the client's goals, we settled on a two-phase rollout. Phase 1: Increase online lead generation through web design. Phase 2: Inform users by generating on-brand photos of the showroom, then incorporating these high-resolution images into the on-site design.

Comparative Analysis

I met with Häcker Kitchens Calgary to define project goals, brand guidelines, target audience, and UX best practices.

After defining the client's goals, we settled on a two-phase rollout. Phase 1: Increase online lead generation through web design. Phase 2: Inform users by generating on-brand photos of the showroom, then incorporating these high-resolution images into the on-site design.

Sitemap & Wireframe

I brainstormed ways users can flow through the site based on their needs. Häcker Kitchens Calgary offers in-home products by Hülsta. Although it is not as significant as Häcker Kitchens, it is valuable to the user to see additional offering outside the kitchen. For the user looking to window shop or inform themselves, the user flow provides those needs as they click down into a gallery page.

Wireframe
Visual Concept

In the first stages I knew a full width image of a feature kitchen was important to immediately visually express the brand and quality. Initially I started with a hero H1 and subhead text. This was taken out a few iterations later because I want the user to have more focus over the lead form. I slid the form over to the left where readers are most likely to look first. With the message more focused on the homepage the user is more likely to accomplish their goals.

Content Stratgey

The main business goal for this website is to generate leads, then to inform users of products and services. The user is a high-end home builder, practitioner, or a socialite looking to build or upgrade their kitchen to make a statement or increase the value of their residence. The marketing strategy is to cold contact potential buyers through traditional advertising, social media, and trade shows. We want the users to be warm when landing on the page.

  • Above the fold: Lead form and visual element
  • Below the fold: Showroom photography - to increase the likelihood to schedule a visit.
  • Final body section: Carried brands - to inform.
  • Footer: Contact info - Page links

Visual Design

I wanted a way for users to interact with the website more than just a simple lead form and static images. Häcker Kitchens offers many unique features in their products that benefit their customers. I conceptualized an idea to allow users to see those features. I planned a photo/video shoot to specifically feature hidden elements of the kitchen by adding pulsing buttons that opens a video and description.

Using CSS and HTML I positioned these animating circles on the areas of the image where these occur.

Showroom Photography

Before this point, Häcker Kitchens hadn't had professional photography done in their showroom. In order to make this website experience authentic for the users, I went to their showroom in Calgary, CA, with my equipment to provide professional photography.

Client Feedback & Launch

"Love the website and it defiantly flows better and will grab peoples attention better as well as fitting in with the Hacker/German style of branding."
– Adam, President of Häcker Kitchens Calgary

At the time of publishing we saw the site engagement increase by 500% in one week. New and returning users increased by 15% over 6 months. Häcker was average about 2 leads per month before publishing. After publishing, they averaged 5 leads per month.