"No More Mailed
Catalogs to Customers."
Masonite's site was trying to serve 8 personas. I flew to Dallas, interviewed distributors and dealers, ran usability testing, and dug into Google Analytics, HotJar, and JotForm customer data. The answer was two: a homeowner who needed to find a door, and a sales agent who needed to send her one. I redesigned the site mobile-first so homeowners could find a door from their phone and sales agents stopped mailing catalogs.
STRATEGIST | LEAD UX/UI DESIGNER | RESEARCHER
Sales Agents Stopped Mailing Catalogs After the Homepage Launched
One dealer told me he drove a physical catalog to a customer's home because the site was too hard to use. The homepage was segmenting users by job title instead of guiding shoppers to a door. I reframed the brief from "update the site" to "earn the first click" then used weekly wireframe reviews with engineering/marketing to drive toward an editorial, door-led experience that gave homeowners a reason to stay and sales agents a link worth sending.
HOMEPAGE
BEFORE
AFTER
Detail Pages Went from Flat Listings to Doors That Sell Themselves
The old product pages showed a door, a model number, and a price. Nothing explained why that door was worth buying. I redesigned each detail page as a mini-configurator: finishes, glass options, pricing tiers, and a shareable catalog code so a homeowner could text a door to her contractor before leaving the page.
HOMEPAGE
BEFORE
AFTER
Architectural Stopped Leading With Brand Names Nobody Knew
The old Architectural page opened with "Aspiro Series" and "Cendura Series" brand names that meant nothing to an architect or a hospital facilities manager. I reorganized the section around the industries Masonite actually served; Healthcare, Hospitality, Professional, and let buyers find their building type before they ever saw the brand name.
ARCHITECTURAL SERIES
BEFORE
AFTER
A Side Project That Turned Into a Design System.
Between deliverables, a peer designer and I started pulling patterns from the new and existing designs: buttons, type, spacing, color, and turned them into reusable components. It wasn't part of the SOW, but became a core part of the work as I wanted to leave the team with something that would help accelerate development. After the project wrapped, the team formalized it into MDL, Masonite's public component library, and shipped it in CSS, React, and accessible in Storybook.
Outcomes
Business impact, not just design delivery.
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Work received accolades across the organization and was progressively implemented by engineering
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Sales agents replaced physical catalogs with the site as their primary client-facing tool
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Mobile-first design standards adopted across Design and Marketing going forward
Next
What I would have pushed for next:
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Secure MLT commitment to the full redesign as leadership alignment was still pending at handoff
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Commission new photography and video to fill content gaps identified during research
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Build the door configurator on the product detail pages