Edecks Website Redesign – Ryan's Website

eDecks Logo

The live design brief involved a collaboration with a UK-based company called eDecks, which specialises in the sale of decking, timber, fencing, and roofing products through its online platform. Known for catering to both amateur DIYers and professional landscapers, eDecks provides a wide range of outdoor improvement materials. The company operates primarily online and serves customers across the UK. This project was conducted in partnership with the Marketing students at the University of Hull, forming a cross-disciplinary collaboration between design and marketing.

The target audience identified by the marketing team includes UK homeowners aged 28 to 60, many of whom are invested in maintaining or improving their outdoor spaces. Within this broader group, three key customer groups were identified:

Gardeners – typically seeking decorative or functional enhancements to their gardens.
DIY Hobbyists – often interested in user-friendly, ready-to-install kits.
Small-scale Landscapers – looking for reliable supplies for residential jobs.

The purpose of the design brief was to reduce the seasonal sales slump by engaging customers year-round, encouraging them to continue planning and purchasing for their outdoor spaces even in the off-peak seasons. This aligns with the company’s broader goals of maintaining profitability and visibility throughout the entire year.

The marketing students proposed several key ideas to support this aim. One of their suggestions was the integration of an AI-based design tool into the eDecks website called Evergreen Design Bot. This interactive tool would allow users to visualise their outdoor spaces across different seasons, using eDecks products. For example, customers could upload a photo of their garden and see how it might look in winter, complete with decking, fencing, or lighting. This feature not only enhances the user experience but also encourages out-of-season purchases by helping customers envision year-round utility.

Additional ideas included the “How To” digital leaflets and engaging social media content to promote the new tool. Our design response to this brief involved creating visuals for these deliverables, designing a new homepage layout, and prototyping designs that would promote the AI tool’s features. Our work supported the marketing strategy by ensuring that the digital presentation was appealing, functional, and brand aligned.

3.) Project Development- Document your group’s developing design work and what you contributed (500 words plus visuals with captions)

Our group project centred on designing elements to advertise the AI tool the marketing team came up with whilst modernising the visual branding and digital presence of eDecks. This included a redesigned website, promotional banners, social media content, and how to leaflets. Our group worked collaboratively to divide tasks according to our strengths, resulting in a final outcome that reflects a fresh, user-friendly that promotes the new Evergreen AI tool at a professional standard.