Renovation Project Services

Designed a direct-to-consumer platform for a premium building products manufacturer, turning a broken homeowner journey into an integrated digital experience across 4 European markets.

170 interviews across 4 markets

8-person team coached

8.8/10 prototype score

Launched as standalone brand

The Ask

A leading European manufacturer of premium windows, doors, and facade systems had no direct relationship with the homeowners who actually lived with their products. The entire sales chain ran through third-party fabricators and installers. The manufacturer designed and engineered world-class products, but once those products left the factory, the customer experience was in someone else's hands. Led an 8-person venture team through a 3-month sprint to explore whether a digital platform could change the game for both homeowners and the partner network.

Target Customers

Homeowners spending €10,000–15,000 on premium windows and doors across Germany, France, the UK, and Italy. Secondary: fabricators and installers in the partner network.

What We Did

170 interviews across four European markets: 102 open-ended discovery conversations, 44 storyboard tests, and 24 prototype sessions. Personally sourced and led 20+ of these and coached the team through the rest. Mapped the full homeowner journey across five stages: research (overwhelmed by jargon, no cost transparency), selection (no visualization tools), buying (weeks waiting for quotes, pricing felt arbitrary), installation (providers ghosted on timelines), and after-sales (no one to call for repairs). By the time the windows were installed, homeowners were so drained they had lost motivation for the rest of their renovation.

Key Insight

The pain was two-sided, and that's what made this venture compelling. Homeowners spending premium prices reported experiences that were, in their own words, lonely, fragmented, and uncertain. One told us he wanted the brand specifically because his builder recommended it as the best, but he couldn't even get a price. He gave up and bought something else. Meanwhile, fabricators and installers didn't want to be in the business of sales, lead management, and customer hand-holding. They were craftspeople running small operations who wanted orders flowing in with specifications already confirmed. One fabrication partner told us directly that if the platform handled the website and sales, he'd open a dedicated warehouse immediately.

Recommendation

Build a one-stop-shop platform wrapping around the entire homeowner renovation journey. Five modules addressing the pain at each stage: a guided research experience with a personal consultant, a simplified configurator with 3D visualization, an instant quoting and ordering flow, proactive installation tracking with status notifications, and an after-sales portal. The platform also unlocked value for the partner network by relieving them of the sales and admin burden they never wanted. Revenue from three streams: a 10 to 15% commission on transactions, a premium consulting fee for offline services like on-site measurements, and add-on bundles offering guarantees on timeline and pricing.

Outcome

The venture launched as a standalone brand and began onboarding its first pilot partner in Northern France, with a roadmap to expand across France and Germany within the first year.Visit

“Matthieu brought structure to chaos. His ability to go from messy customer insights to a clear product direction was exceptional.”
Project Lead — Schüco International

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