Reimagining the Hardscaping Customer Journey Online
As part of the team at DEFINITION 6, I helped lead the redesign of Belgard®’s website—a project that redefined how the brand connects with homeowners, contractors, and commercial partners online. Belgard, a leader in outdoor hardscaping products, needed a site that could match the craftsmanship of its offerings and support a wide range of users. Together, we delivered a platform that does more than sell pavers—it supports every step of the outdoor living journey.
The Challenge
Belgard’s previous website had grown increasingly difficult to navigate. With thousands of product SKUs and a broad customer base—including homeowners, contractors, architects, and commercial builders—users were struggling to find what they needed quickly and confidently. Belgard needed a digital platform that could mirror the seamless, high-quality experience their physical products promise.
The Solution
As part of the cross-functional DEFINITION 6 team, I helped drive the project from strategy to execution. Working alongside UX designers, developers, and client stakeholders, I contributed to planning, content development, and testing to ensure the final product met both business goals and user needs.
We rebuilt Belgard.com from the ground up, focusing on intuitive navigation, geo-targeted product availability, and personalized experiences for every audience. Key new features include:
- Geo-Targeting: Users enter their zip code and are instantly shown products that are available in their area—removing guesswork and avoiding supply chain delays.
- Project Visualizer: Homeowners can now upload photos of their own outdoor spaces and explore how different Belgard products would look through realistic 3D renderings. Designs can be easily shared with family or contractors.
- Enhanced Search & Mobile Optimization: Upgraded keyword functionality and simplified mobile navigation means contractors can now pull up specs and product lists right from the job site.
- Professional Resource Hub: A new section geared toward trade professionals provides easy access to CE credit courses, warranty information, marketing materials, and construction checklists.
The Result
The new site became more than a digital catalog. It’s now a strategic tool for every user—whether someone is dreaming up a backyard renovation or managing a commercial build. By streamlining the customer journey and offering tools tailored to each audience, the platform supports deeper engagement and smoother project execution.
Why It Matters
Helping bring this experience to life was incredibly rewarding. I saw firsthand how thoughtful digital strategy and user-focused design can transform a brand’s relationship with its customers. The project was a true collaboration—across internal teams and with the client—and the impact continues to resonate.