Moving a Brand Forward through Core Experience Design
How we reimagined Marvin’s window and door replacement offering, Infinity from Marvin.
Continuing our series on design projects from the past few years, we’re looking back at Infinity from Marvin. They came to us with a legacy of innovation and quality, but needed to modernize the brand in order to stand out in an evolving competitive landscape.
Rather than pursue a more traditional rebrand, we collaborated with the Infinity team to invest in their customer experience and focus on key moments in the homeowner journey. Through a series of projects we designed a suite of new experiences and assets that not only modernized, but humanized the brand.
We began by digging into real-world homeowner needs and mapped the emotional journey of the window replacement experience. Through our Marker Moments methodology we identified two moments with the greatest potential for building meaningful relationships with consumers.
Marker Moments are the moments that come to mind when you remember a product or brand. They dictate how you feel about it — and how likely you are to recommend it to people or warn them away from it. They’re the most memorable interactions we have, and by focusing on these sdtrong emotional experiences in a customer’s journey, we can focus on the experiences that matter most.
When homeowners first begin to consider window replacement, they often feel overwhelmed by the options. This can lead to procrastination and months or years of prolonged deliberation without any real guidance for how to proceed. We saw the opportunity to create experiences that could nudge homeowners along in their journey. By intervening at this crucial point, we could clarify options and boost confidence in their decision. Our work here included revamping the website to improve clarity and reduce stress on the user by making the options and process clearer, designing a Replacement 101 Guide to take users through the necessary steps, and developing a video series that addressed common purchase hesitations.
We also discovered that referrals from friends and family are one of the most important resources for people choosing new windows. This opened the opportunity to explore a direct-to-consumer relationship that could thrive on word-of-mouth recommendations instead of relying on heavy advertising. We also put power and agency in the customer’s hands by partnering with IDEO to create a visualizer tool that would allow them to explore and envision their future home in a tangible way, plus get an accurate quote from the comfort of the couch.
Windows are practically the definition of a home essential that disappears into the background when they’re doing their job. But right after they’re installed, there’s that incredible moment for people when they truly notice and appreciate them. We highlighted this moments with personal touches: a hand-written note from the Marvin team, a thoughtful coffee delivery to savor the new view, and a housewarming gift to enhance the beauty of your new windows. By elevating that pivotal, emotional milestone, we turned it from something fleeting into something unforgettable.
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