Hightower Launches Updated Website
In an effort to maintain a fresh approach to the commercial design market, Hightower has unveiled its new website at a new domain: hightower.design. Years of brainstorming, focus-grouping, tech-developing, and endless testing have led us to today. The new site embodies everything customers love about Hightower, made even better.
Consulting with designers, architects, and dealers brought the Hightower team to a point in which it had enough feedback to create a new and improved website while maintaining what was commonly praised about the original version: an appealing aesthetic, easy access to 3D files, and pricing transparency. “We wanted the new website to feel familiar as users loved the overall look of the previous site, but we knew there was so much more opportunity for an improved customer experience,” noted Jessica Ahlering, Director of Revenue Operations. “Transparency of information was very important as well and we wanted it to be easily accessible. Overall, the comprehensive new website is an incredible step into Hightower’s future, expanding upon our ongoing commitment to concierge-level service.”
As users navigate hightower.design, expanded product information is easy to find, along with dynamic pricing. In addition, all third-party certifications are readily available and certificates are easy to download. “Our research showed that reducing time spent searching and simplifying the complexity of the specification process were the most important features to our customers,” Ahlering added.
To compliment the improved user experience, Hightower also focused on creating a digital experience that inspires, delights, and encourages discovery. The introduction of the In the Wild section, for example, allows users to see a wide variety of examples of how Hightower products can look in different materials and finishes, as well as environments.
One of the team’s favorite new features is the integration of Hightower’s popular NeoCon “Shop the Showroom” experience, which can now be found throughout the site. “We loved seeing how our customers interacted with our NeoCon Shop the Showroom experience and wanted to bring that into the new site,” Ahlering noted. For those who missed the in-person NeoCon experience, all three of Hightower’s award-winning showrooms from previous years can be revisited on the site via a magazine-style layout that also features videos.
At a macro level, the revitalized Hightower site aligns with the company’s general brand ethos. “The new site speaks more to who we are and what we represent,” said Natalie Hartkopf, Hightower Co-Owner and CEO. “I am really excited that we have a dedicated area on our site to share our efforts on responsibly made products, our hard work on becoming a B Corp, and our investment in our employees’ continued education through the 1% of Higher Education sales program. Our customers have let us know these kinds of initiatives are important to them, and we are excited to share our journey with them in a more transparent and collaborative way.”
Please visit hightower.design to explore the new site and its engaging features, and to learn more about the Hightower brand.