Setting a new strategy for the Masonite business

Masonite’s website was built for sales agents and suppliers, not homeowners. It functioned like a static catalog, failed to convert, and completely broke down on mobile. Fact, Masonite sales agents mailed catalogs to residential clients as the site was too hard to navigate. 

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The business wanted to grow direct influence with residential buyers and contractors. The website was actively working against that goal.

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The Problem

The experience failed on three fronts:

• It did not inspire homeowners to buy doors

• It buried purchasing paths like “Where to Buy”

• It ignored mobile usage entirely

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Doors were treated as SKUs instead of products people choose emotionally for their homes.

 

The Strategy

Reposition Masonite.com around one idea: the beauty and impact of doors.

The site needed to do two things at once:

• Inspire homeowners visually and emotionally

• Support contractors and sales teams with education and clarity

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Mobile was treated as a first-class experience, not a breakpoint.

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The Solution

I redesigned the site across desktop and mobile with a focus on storytelling, education, and clear paths to purchase.

Key decisions included:

• Leading every major page with high-impact door photography

• Designing mobile-first layouts starting at small screen sizes

• Making “Where to Buy” visible and accessible throughout the experience

• Turning product pages into guided decision tools, not spec dumps

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Every page was designed to answer a single question: Does this help someone choose and buy a door?

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Outcome

The redesign reframed Masonite as a modern, design-forward brand.

• The digital product leadership team praised the clarity and freshness of the experience

• Doors became the visual and narrative focus across the site

• Design and marketing teams adopted features and patterns from the redesign

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The work influenced how future Masonite digital experiences were built and communicated.