Morton Buildings

Morton Buildings is a national manufacturing and building construction company based in Illinois. In 2019, they requested a new website with extended functionality and more thoughtful, conversion-driven flows.

The old site was dated and clunky. Users were bouncing before converting due to limitations in previewing previously-built projects, confusing content hierarchy, and unnecessary steps to complete a lead.
- Drive lead submissions
- Elevate Why Morton message
- Elevate careers & drive applications
- Build awareness of designBUILD Services
- Showcase high customer satisfaction
Make the project exploration mimic ecommerce filtering and browsing. It had never been done in this industry but in testing, we found that these users had a solid baseline understanding of the way ecommerce sites work. Along with this change, we also updated the site structure and navigation to create a relevant heirarchy and improved the lead form process.
Website Audit, User Research, Competitive Audit, Sitemapping, Wireframes, High Fidelity Comps, Lead Planning & Development, Post-Launch Reporting
Comparing the 24 months before launch to the 24 months after launch Morton’s key KPI of Lead Forms Submitted increased by 42,511 submissions and resulted in over 60 million dollars in building sales.

Bounce rate decreased by -22%
Session duration increased by 37%
Pages per session increased by 56%
Lead forms submitted increased by 41%

The UI Research

Competitive

We started by analyzing the competitive landscape for trends and commonalities to use or break past. We looked at 6 industry competitors and 3 out of industry companies.
Project Features

We assessed the product landing and detail page interfaces across higher-end brands to find patterns that could be used for project pages on the Morton site.

**Lead Form User Flow**

Once the new sitemap was developed, we explored what the processes would be for a user to submit a lead.

Wireframes

I started with low fidelity wires on paper and then moved them into high fidelity digital wires - shown below. Mobile wires were also created first since the majority of the traffic to the site is from mobile devices.