Background

As an entrepreneur-in-residence at GAF, a global leader in roofing manufacturing, we partnered with internal stakeholders, including Kate Emery and Jake Watts to develop a new digital b2c e-commerce platform to sell roofing materials directly to consumers. Our goal was to create a seamless online shopping experience for customers looking to purchase high-quality roofing materials.

Problem

Prior to the launch of our e-commerce platform, GAF relied on traditional sales channels such as distributors and contractors to sell its products. This process was often time-consuming and inefficient for both the company and the customer. We recognized the need for a more streamlined approach that would allow customers to purchase products directly from GAF.

Solution

We developed the company's first e-commerce platform that made it easy for customers to browse and purchase GAF's roofing materials online. Our team led the business model innovation, UX/UI research and design, and product roadmap. We worked closely with GAF's internal stakeholders throughout the development process to ensure that the platform met their needs.

Impact

$10M annual contracts in the first year
Improved customer satisfaction due to a simplified purchasing process
Increased revenue for GAF through direct-to-consumer sales

Team

Adam Wright - Entrepreneur-In-Residence
- Developed an innovative business model for an e-commerce platform
- Leveraged market research data to inform the decision-making process
- Oversaw overall product roadmap and timeline
- Liaised between internal stakeholders and development team throughout development process
Kate Emery - Program Lead
- Led digital and development teams to launch
- Implemented demand generation strategies SEO & paid digital marketing campaigns
Jake Watts - VP of Innovation
Mina Drezner - UX/UI Designer
- Led user research efforts to inform design decisions
- Collaborated with development team to ensure seamless integration of design elements into platform functionality
Lennert Decuypere - UX Research
- Led user testing on Facebook Ads to experiment with value proposition

Revolutionizing Roofing Sales: E-Commerce Success