Northeast Architectural Website
UX/UI & Content Strategy for a High-End Architectural Supplier. UX/UI, Content Strategy, Branding, Art Direction
The redesigned homepage header featured a large hero image, mission statement and simplified navigation.
Overview
Northeast Co. was relaunching its architectural division and needed a website that spoke to its premium vendors and high-end customer base. The original site featured confusing, cluttered navigation with a lack of clear hierarchy and meaningful content pathways. This made it difficult for users to understand the bespoke nature of their services and the premium craftsmanship behind their product offerings. Its utilitarian design also failed to distinguish the luxury-focused architectural division from the broader building supply business.
Goals & Strategy
Project Goals
Streamline site structure for clarity
Serve architects, designers, and builders as well as their wealthy homeowner clients
Encourage showroom visits and service inquiries
Visually differentiate Architectural from Building Supply
UX Strategy
Create user flows tied to real-world needs
Highlight services, product offerings and brand partnerships
Communicate each premium vendor’s unique value
Guide users to visit the Mamaroneck showroom using actionable CTAs and clear microcopy
Cross-promote brands, product categories, and helpful resources to encourage repeat visits and deepen engagement
The original website felt visually unbalanced, with cluttered layouts and confusing navigation.
Process
After a kick-off call with the client to assess his business needs and personal preferences, I conducted a competitive analysis to identify UX and content patterns across the industry. From there, I created a visual sitemap to clarify structure, followed by low-fidelity wireframes and protocopy to map content and flow. The final layout was built in Figma as an interactive prototype to test usability and ensure a seamless user journey before handoff to an outside agency for dev and copywriting.
Streamlined navigation makes it easy for users to browse by category, find brands, and take action.
Navigation
The main navigation was simplified and repeated in the footer for easy access and SEO benefits. The new site architecture was centered around product and service capabilities, with each top-level page answering a key question:
“Who are you?”
“What services do you offer?”
“Which brands and what types of products do you offer?”
“How do I visit or get in touch?”
Organizing subcategories by brand helped streamline the user experience by aligning with how Northeast Architectural’s customers, especially architects and contractors, browse products. According to company data, many users visit the site looking for a specific vendor, so organizing content by brand made it easier to find relevant details, specs, and inspiration. It also reinforced trust by showcasing Northeast’s partnerships with premium manufacturers, helping position the company as a high-end supplier.
From Left: Homepage, Category landing page, Brand page, Contact and Materials.
UX/UI Highlights
Services page reinforced value by highlighting their concept-to-completion capabilities
Project gallery offered real-world credibility with strong visuals
Consistent headings and CTA placement reduced friction
Brand directories used clean, consistent grids for quick scanning
Resources modules offered manufacturer spec sheets and downloads with no login or need to leave the site
Strategic links prompted users to schedule a consultation
Product types link directly to specs and brand pages
Templates keep content organized and easy to maintain
A quiet, neutral interface keeps attention on content and photography. Clean type styles, generous spacing, and consistent buttons ensure clarity while echoing the elevated tone of the brand
Outcome & Awards
The finished site is user-centered and cleanly structured, with clear paths for exploration and action. It works in tandem with the new brand identity to position Northeast Architectural as a trusted, luxury-focused supplier that values craftsmanship, personalized service, and design integrity.
In 2024, the site was honored with a HOBI Award for Best Supplier Website by the Home Building Industry Awards of Connecticut, recognizing its elevated user experience and design execution.
See also: Northeast Architectural Branding