Home Services Website Solution
Unifying a 350+ Franchise Network while Driving National Authority and Local Conversions
As Senior Designer at Blue Corona, I directed the design strategy and visual architecture for an enterprise-level web ecosystem for Paul Davis, a premier North American remediation and restoration franchise. Facing a massive operational footprint, I engineered a scalable digital framework that unified more than 350 regional franchisee websites under a singular, high-performance brand identity. This required managing complex stakeholder needs and aligning cross-functional teams to ensure the core corporate vision could be seamlessly deployed at scale without sacrificing local market relevance.
The resulting multi-site infrastructure successfully balanced strict corporate brand equity with the flexible, localized adaptability crucial for franchise success. By prioritizing user psychology and modern user experience (UX) principles, the new framework significantly enhanced organic search visibility and streamlined the customer journey. Ultimately, this comprehensive digital solution turned 350+ disparate local touchpoints into an optimized, high-converting engine that drove measurable client acquisition across North America.
My Role
Senior Designer
Figma Library Owner
Quality Assurance
Scope
Build a design solution that elevates the brand, drives conversion, and creates structures for not only the corporate brand, but over 300+ franchises that had fundamental business structure that overlapped with Paul Davis in terms of home remediation, but also carried out other ventures such as remodeling, and traditional PHCE verticals.
Impact
Worked with corporate to put in a new design system for that expanded solutions for corporate and franchise entities.
Franchise-level websites could be launched in a matter of a few weeks with the right information
Conversion was optimized with a focus on routing solutions for emergency services
To achieve this level of scalability, I engineered a modular design system rooted in structural adaptability and component-driven logic. Every core asset, layout variation, and user flow was developed to seamlessly deploy across a diverse array of franchise digital touchpoints. Recognizing that a frictionless user journey is critical in the remediation industry, I deliberately optimized key conversion funnels—standardizing information architecture and form layouts to guarantee a consistent user experience while remaining inherently flexible enough to adapt to distinct regional operational requirements.
This strategic flexibility extended deeply into the visual and content management architecture, allowing the platform to serve markets across all 50 U.S. states and Canada. I established a dynamic asset-allocation framework that empowered local franchise owners to curate location-specific imagery, localized service offerings, and unique regional messaging without jeopardizing national brand integrity. By bridging the gap between rigid corporate compliance and hyper-local customization, the final solution provided a highly tailored, localized user experience that maintained absolute visual authority at scale.