The story in one minute
Where the website project stands at the end of the chat (29 Oct 2026)
What happened
- Sep: quick fixes on the live site — USPs pushed front-and-centre, all ex-display offers/discounts removed from the site (English & French), prices changed to the new RRP, range names debated.
- 1 Oct: Luke declares the old website and user journey a failure; goal is to beat Green Retreats and Breezehouse. Matthew starts AI-built concept pages and navigation flows.
- 1–11 Oct: Matthew builds a clickable HTML prototype (versions v3 → v6 → v11 → v34) with gazebo configurators, filters, show-site finder, compare tables. Hosted on GitHub Pages / Grok. Ideas go onto a Miro board.
- 3 Oct: Hassan shares his own AI redesign (chatgpt.site) and sets the process: user journey → AI version → UI designer in Figma → Danny builds it on the CMS.
- 8 Oct: Hassan asks Matthew to switch to wireframes/Figma instead of building code, and announces e-commerce (full RRP only).
- 28 Oct: Matthew hands over his final version (v27 luxury) and goes back to sales. Danny & Hassan are now merging all of it into a polished design for review.
- 29 Oct: Hassan proposes new website photos with dark-grey aluminium frames, awaiting Luke's sign-off.
The brief, boiled down
- Lead with WHY CROWN: USPs, celebrity endorsements (Lord Sugar, Kevin McCloud), 20+ years heritage, flagship images.
- “Apple-simple” user journey — reach a conversion in the fewest clicks and scrolls.
- Clear call-to-action on every page; finance message at the top of every page.
- Never show discounts on the website — RRP only (UK & France).
- Keep corporate colours: light & dark grey + British “Harrods” green + Hassan's gold.
- Photos must match the real product exactly — no AI edits that change doors/windows.
- Must be a CMS site Crown owns (not WordPress), connected to the CRM, with e-commerce at full RRP.
Who's who
Names as they appear in the chat
Luke DejahangOwner / boss. Sets the direction, signs off everything.
“~ Crown Pavilions” = Matthew CheesmanSenior salesperson. Built the AI prototypes, nav flows and concept pages.
Hassan MeerHead of marketing (joined ~6 weeks before 10 Oct). Owns the website project.
Zeeshan Usman = “Danny”Developer. Makes the live-site changes and will build the new site on the CMS.
Titas Gustainis / Iman AbadDesign & build team. Product facts (e.g. cabinets discontinued).
Lindsey RobinsonAlton show-site manager (not in group). Sent the list of website price/ex-display fixes.
Decisions & rules for the website
What was agreed — each with when and who said it
DECIDED
USPs on every page
- 20 years leading the UK luxury garden room & wooden gazebo market
- Over 350 five-star Trustpilot reviews
- Triple glazing — list all the benefits
- All doors & windows upgraded to premium aluminium as standard
- Smart AC — list all the benefits
- Acoustic real-wood veneer & luxury internal finishes
- Premium scratch-resistant SPC laminate flooring
- Spread your payments with Flexible Finance Options
Must be front & centre on every page with clear CTAs on every page. Danny asked for real build photos to explain them visually (people don't know what “triple glazing” or “SPC” means) — Luke said use high-res stock or arrange via Hassan.
Luke, 15 Sep 18:16 & 21:24 · Danny's request 15 Sep 18:48 · brochure pages shown in image 3390
DECIDED
Site structure Luke wants (19 Sep)
Top of every page: “Flexible Finance Options Available. Please speak to one of our design consultants for further information.”
- Insulated Garden Rooms — Contemporary Range · Heritage Range · Signature Range (Sandringham, Clarence, Buckingham). Each: “Prices from £…” + image + CTA Download Brochure & Price List.
- Wooden Gazebos — Rose, Chelsea, Tudor… (all here)
- Wooden Gazebos (Glazed & Enclosed) — Rectangular: Eden Glazed, Orangery Glazed · Oval: Windsor Glazed, Hampton Glazed
- Wooden Gazebos (Glazed & Insulated) — Rectangular: Eden Glazed & Insulated, Orangery Glazed & Insulated
- Garden shelters and bespoke stay the same.
Luke → Danny & Hassan, 19 Sep 17:45
DECIDED
No discounts on the website — ever
- All ex-displays, sale stickers, banners, crossed-out prices and offer links removed (EN & FR) — done by Danny 19 Sep 23:03.
- Product prices changed to the new RRP. But the size price-guide tables at the bottom of product pages were still old.
- Luke: “No offers, no old pricing whatsoever… Now we re-establish LUXURY.”
- Luke 24 Oct: “We are NEVER discounting RRPs on our websites” — offers only exist at shows/show sites.
19 Sep 17:54 – 23:23 · 24 Oct 23:39
DECIDED
E-commerce — full RRP only
The site will let people order directly. It is only at full RRP — for SEO/web presence and credibility, not for discounts. A separate e-commerce for sale items (decking, smokeless BBQs) is planned. Must be in the design concepts.
Hassan 8 Oct 21:57 · Luke 8 Oct 21:58–22:01 · Matthew's take in video 3885
DECIDED
Look & feel
- Keep corporate light grey; corporate colours = light & dark grey + British “Harrods” green, plus the gold Hassan introduced.
- Keep the user journey “Apple” simple; Matthew's layout “mimics Green Retreats' (Apple) intuitiveness with our branding”.
- Lead with USPs, brand equity, celebrity endorsements (Lord Sugar vs Kevin McCloud), credentials and monster flagship images.
- Images should rotate/change like they do in the brochures.
- Clicking anywhere on a product card (image or name) opens the product — Hassan liked this.
Luke 8 Oct 21:17, 11 Oct 20:25, 4 Oct 22:28 · Hassan 3 Oct 20:27 · Matthew 1 Oct 20:51
DECIDED
How the build will happen
- Matthew works on the user journey (prototype).
- Matthew + Hassan make an AI version of the working website.
- A UI designer recreates it in Figma (Danny: “wireframes and AI designs → designer → final versions”).
- Danny develops it on the CMS — custom, owned IP, connected to the custom CRM. Not WordPress (plugin issues).
- Go live ASAP, then improvements every 15 days / month.
Scope (Hassan 3 Oct): main pages only — home, category, about, blog, contact + one product page per category. Aim: final UI agreed “by next week”.
Hassan 3 Oct 01:18–01:54 · Danny 1 Oct 21:11
DECIDED
Product / naming facts for the site
- No Contemporary collection any more — removed from prototype (Hassan 7 Oct 19:05).
- Summer houses removed in the concept to reflect new product styles (Matthew 1 Oct).
- Square cabinets / glass tops discontinued — keep only L-shape and T-shape (Titas 6 Oct 21:56).
- Name changes like Eden Glazed are now in place (Luke 24 Oct).
- Brochure download page still says “Premium range brochure” → must be “Signature Brochure” (Matthew 24 Oct 22:22).
- All gazebo redwood is FSC certified and TRADA approved (garden rooms & gazebos); bracing on posts + ring beam; raised floor packers (Luke 13 Sep).
DISCUSSED
Range names (SEO)
- Matthew's AI suggestion: Pavilion / Orangery / Residence Collection (image 3425).
- Matthew's personal vote: Gazebo Range – Orangery Range – Garden Room Range.
- Hassan: keep it simple for SEO, e.g. “Gazebo Insulated”; prefers the word Luxury over Premium.
- Luke: insulated range could be e.g. “Hampton Garden Room”, “Windsor Garden Room”. Luke & Hassan to write a doc and circulate.
- Matthew: SEO keyword research will be key.
18 Sep 20:24 – 20:42
DECIDED
Photos must be real & accurate
- Clarence/Buckingham images don't match the configuration being sold; an AI-“enhanced” Clarence photo turned sliding doors into bi-folds. Luke: “Keep it real… Don't rely on AI… must be 100% accurate.”
- Luke later: AI is OK only if it is exactly like the original configuration & detail.
- Nearly every Signature-range photo is customised — none match the standard packages (Matthew).
- Remove pizza-oven imagery (no longer sold).
10 Oct 18:43 – 19:14 · 13 Sep 19:03
Open items / still to do
Things raised in the chat that were not confirmed as finished
| Item | Raised by / when | Status in chat |
|---|---|---|
| TO DOPolished final design combining all of Matthew's prototype pieces — share for review | Danny, 28 Oct 05:05 | In progress |
| TO DOApprove Hassan's proposed website photos (dark-grey aluminium door/window frames; items marked “Luke to sign off”), then put live in one update | Hassan, 29 Oct 22:41 | Waiting on Luke |
| TO DOUpdate the old size price-guide tables at the bottom of product pages to new RRP | Danny, 19 Sep 23:09 (Luke: “remove all old pricing now”) | Not confirmed |
| TO DORename “Premium range brochure” → “Signature Brochure” on the brochure download page | Matthew, 24 Oct 22:22 | Not confirmed |
| TO DOAdd more visuals to product pages: photos, videos, and the AR section for each product | Hassan, 11 Oct 22:39 | Planned |
| TO DOReferral programme + partner login with dashboard (lead tracking, commission) | Hassan, 3 Oct 19:43 | Concept mock-up done (images 3730/3731) |
| TO DOInclude e-commerce (full RRP) in the design concepts | Hassan, 8 Oct 21:57 | Matthew showed a concept (video 3885) |
| TO DOReal USP construction photos for the site (triple glazing, aluminium, SPC…) | Danny, 15 Sep | Not confirmed |
| UNDECIDEDFinal range names (Gazebo / Orangery / Garden Room vs Pavilion / Residence etc.) | 18 Sep | Luke & Hassan to write a doc |
| UNDECIDEDGarden visualiser (upload your garden photo, place a building) — accuracy of AI images is the big risk | Hassan & Danny, 11 Sep | Concept only — “for later” |
| ISSUELive site went down 27 Oct (“Site not available – Netlify usage limits”) | Iman, 27 Oct 17:24 | Fixed same day (Hassan 17:41) — watch hosting limits |
| ISSUEA customer called because they couldn't find a model on the website | Matthew, 9 Oct 18:25 | Evidence the navigation needs fixing |
Timeline of website work
Only website-related moments, in order
11 Sep
Hassan demos a garden visualiser concept (video 3037). Luke: product must look exactly right and scale correctly; bring in Jan who built the 3D Garden Room Planner. Danny: AI image accuracy is the hard part — plan is RAG/vector database of product detail, plan B is 3D models via Blender. Luke asks to update website & downloads when the new garden-room brochure arrives.15 Sep
Luke posts the USP list (image 3390). Danny asks for real images to show USPs visually on the site.18 Sep
Range-naming debate. Matthew posts a screenshot of what needs updating on the site (image 3451) and an AI-generated list of every page showing ex-display prices. Lindsey's email lists exact price changes and removals.19 Sep
Luke's site-structure brief. Ex-display pages undercutting the show — Luke: “remove those pages now”. Danny removes all ex-displays/offers (EN & FR) and switches to new RRP.21 Sep
Luke: “We are improving the website so your input is important” — Matthew busy with shows; deferred until after the Boat Show.1 Oct
Matthew shares concept slides + crown-navigation-flows.pdf (15 pages). Luke: website & user journey “100% FAILED”; objective is to annihilate Green Retreats. Homepage concepts, show-site finder (image 3602), Miro board set up by Danny, prototype.zip uploaded, nav-ribbon concept.2 Oct
AI before/after video (3666), narrated concept video (3667), proto-awesomeo-v3.zip, then V5 (gazebo, homepage, garden room pages filled in).3 Oct
Video overview on SharePoint. Hassan shares his own redesign on chatgpt.site and lays out the process (prototype → AI → UI designer → Danny on CMS). Matthew's Hampton configurator goes live on GitHub (images 3709–3711). Hassan requests referral/partner portal. End-of-day summary video (3752). Luke: “Hassan please be very selective who you entrust with user journey — Matthew smashed it.”4–5 Oct
Luke: bring this level of UX to all garden rooms; be 100% better than Green Retreats & Breezehouse. Eden Insulated and Sandringham prototype pages. Matthew hits AI usage cap; review moved to Wednesday.7 Oct
Hassan: only one product page per category needed; no Contemporary collection now; focus on USPs and minimum clicks. Prototype moved to Grok hosting (zippy-wave-clover-clover.grok.me).8 Oct
Claude-made Sandringham comparison (sandringham-luxury 4.html). Luke: keep corporate light grey + gold. Hassan: do wireframes/UI in Figma instead of coding; e-commerce announced (full RRP only).9 Oct
E-commerce concept video (3885), configurator video (3889), crown-pavilions-website5.html, uplift video (3900). Customer struggled to find a model on the live site.10 Oct
Hassan's ex-display offer landing page on Vercel; photo-accuracy row (Clarence doors). Matthew sends website v34.11 Oct
Luke: celebs / Lord Sugar / USPs must LEAD. Matthew sends v11 (hero restored); fixes mobile and shares iPhone-friendly preview link. Hassan: “getting something brilliant now” — add photos, videos, AR.27 Oct
Live site down (Netlify usage limit) — fixed same day.28 Oct
Matthew hands over crown-pavilions-v27-luxury.html and returns to sales. Danny: merging all the artwork into polished designs for review.29 Oct
Hassan: proposed new website images (dark-grey aluminium frames) for Luke to sign off.All website links — combined
Every website-related link in the chat, with where it came from and what it is. Duplicates merged. Meeting links and non-website links (CRM records, planning app, Facebook promo post, print folder) are left out.
| Link | Shared by · when | What it is & what they said |
|---|---|---|
| Matthew's prototype (the main design work) | ||
| SharePoint folder — concept slides (1 Oct) | Matthew · 1 Oct 20:55 | High-quality versions of the homepage concept images (WhatsApp made them blurry; Danny asked for a Drive link). Later had 3 more pages added (gazebo page, garden room page). “Treat as conceptual drafting, for discussion.” |
| SharePoint folder — latest prototype files | Matthew · 2 Oct 23:44 (Hassan asked for updated URL) | Shared drive folder Matthew kept up to date with each prototype version, because folders can't be shared through Miro. |
| SharePoint video — prototype overview for Luke | Matthew · 3 Oct 00:00 | Video walk-through of the ideas in the prototype (300 MB, too big for WhatsApp), made because opening the files on a phone is a headache. |
| github.io — Hampton page | Matthew · 3 Oct 05:26 | “Just tinkering with an idea… Blows Breeze out of the water.” The Hampton product page with step-by-step configurator (see images 3709–3711). |
| github.io — Gazebos hub …/gazebos/index.html#ranges | Matthew · 3 Oct 19:47, 23:17 · 4 Oct 00:04 | Progress so far: Hampton / Tudor pages built with a concept configurator. Latest version “to fiddle with”. Next: compress each zone to one page, declutter nav bar, video sizing by mouse position. |
| github.io — Eden Insulated | Matthew · 5 Oct 02:06 | Mobile screenshot of the Crown Eden page with Open-sided / Glazed / All-season switch (image 3785). Trying other branding ideas — “keep it luxury”. |
| github.io — Sandringham | Matthew · 5 Oct 17:26 | Sandringham garden room page layout. Hit the weekly AI usage cap within 24 hours. |
| Grok sandbox — prototype | Matthew · 7 Oct 18:48 | Test link for the offline version (Hassan confirmed it works). Temporary sandbox — likely expired. |
| zippy-wave-clover-clover.grok.me | Matthew · 7 Oct 20:31 | New home of the prototype (Contemporary removed). |
| …/garden-rooms/sandringham/#design | Matthew · 7 Oct 20:41 | Sandringham design section — “worth discussion”. |
| …/gazebos/eden-glazed/?v=open | Matthew · 7 Oct 20:41 | Eden variations (open / glazed / insulated) — see video 3782. |
| github.io — share/preview (mobile) | Matthew · 11 Oct 22:32 | iPhone-friendly version after Luke saw “only a green line” on his phone. “Text and images revised last — this is the skeleton and journey.” Gazebo configurator not perfect on mobile yet. |
| Hassan's work | ||
| crown-pavilions-redesign (chatgpt.site) | Hassan · 3 Oct 00:58 | Hassan's own AI redesign of the site. Matthew: “some positive steps compared to current… already ten steps towards something that will generate more enquiries.” |
| crown-selected-stock.vercel.app …/email-preview.html | Hassan · 10 Oct 18:02, 18:38, 19:00 | Landing page + email preview for the ex-display / ex-show offer. Feedback: say “up to 30% off luxury gazebos”, show % not “£30k saving”, label Ascot/Hampton Premium or Professional, Clarence image has wrong doors. (Offer page — the main site must never show discounts.) |
| claude.ai artifact — proposed website images | Hassan · 29 Oct 22:41 | Before/after pairs: current website images vs new ones with dark-grey aluminium door & window frames (wooden frames left alone). Items marked “Luke to sign off” are AI recolours, AI scenes or shoot photos not yet in the approved folder. Nothing live yet. |
| Live crownpavilions.com pages that needed fixing (Sep) | ||
| Chelsea · Tudor · Ascot · Windsor · Hampton | Matthew (AI-generated list) · 18 Sep 21:44 · Windsor again 19 Sep 18:19 | Gazebo product pages showing ex-display badges + prices (Chelsea from £8,900, Tudor £9,500, Ascot £16,700, Windsor £20,600, Hampton £25,600). Windsor Premium was listed as ex-display though there wasn't one — caused a problem at a show. All removed 19 Sep. |
| Contemporary · Heritage · Clarence · Buckingham · Weybridge | Matthew · 18 Sep 21:44 · Lindsey's email | Garden room / summer house pages with ex-display prices. Lindsey: remove garden-room ex-display listings (Contemporary, Heritage, Buckingham, Clarence). |
| /wooden-gazebos/ · /garden-rooms/ · /summer-houses/ | Matthew · 18 Sep | Category pages listing the same ex-display models. |
| Alton show-site stock PDF | Matthew · 18 Sep · also posted (cut off) by Lindsey & Luke | “Latest offers” PDF on the site — 10 ex-display units with RRP vs ex-display price; most already sold. Removed with the other offers. |
| News — 20 years anniversary offers | Matthew · 18 Sep | News article with an ex-display price (Contemporary 4×3m £25,430 → £19,000). |
| /request-brochure/thank-you/ | Lindsey (via Luke) · 18 Sep · Matthew 10 Oct | Brochure thank-you page — had an “Ex-display sale, save up to 43%” download (image 3451). Also the page linked in automated brochure emails. Brochure label still says “Premium range” → should be “Signature” (24 Oct). |
| References & inspiration | ||
| greenretreats.co.uk | Matthew · 1 Oct (image 3576), 3 Oct | The main competitor to beat. Their range layout (B-Range, G-Range, A-Range, X1 with “From £…” and Shop buttons) inspired Crown's homepage collections layout. |
| FB share 1CB2Mu55Eg · reel 1DpzQFg1K5 | Hassan · 3 Oct 21:20, 23:58 | Facebook posts/reels shared during the redesign push. Content isn't included in the export — open to check. |
| reel 19gTLpGawp | Hassan · 4 Oct 08:03 | Shared with 3 screenshots of a competitor's Facebook-ad quiz funnel (Circular Garden Rooms, perspectivefunnel.co — “What do you want your garden room for?”) — reference for lead-capture flows (images 3778–3780). |
| reel 1Dn5GdWq1w | Hassan · 6 Oct 01:04 | “Start with these” — tips on reducing AI token usage, after Matthew kept hitting usage caps. |
| reel 19ejWFXg5U | Hassan · 15 Sep 01:11 | Shared with no comment. Unclear if website-related — included so nothing is lost. |
| artificialanalysis.ai leaderboard | Hassan · 11 Sep 18:01 | AI model leaderboard — “try it, you'll be surprised” (context: AI tools for the visualiser / 3D work). |
| Miro board (invite by email — no URL in chat) | Danny · 1 Oct 22:21 | The shared concept board where all of Matthew's pages, stickies and ideas were pinned (images 3658, 3662). |
Videos — what each one is about
Every website-related video, with a strip of frames. Click a frame strip to enlarge; press play to watch. Transcripts of the spoken audio are under each one.
Images — what each one shows
Every website-related image from the chat, in date order. Click to enlarge.
Files
Website-related documents and prototype builds (copied into files/)
| File | From · when | What it is |
|---|---|---|
crown-navigation-flows.pdf (15 pages) | Matthew · 1 Oct 19:51 | Site map / user-flow diagrams: overview of every page & links, key, Homepage, Gazebos & Pavilions hub, gazebo range pages (classic/glazed/insulated), compare ranges, model page template, Summer Houses, Garden Rooms, Bespoke, Inspiration gallery, Your Project, Visit Us (show-site finder → site page), Shows & events, Brochure & visits form → thank you → Capsule CRM. Each shows entry points and the conversion actions (show-site booking, brochure, WhatsApp request, phone). |
| prototype.zip | Matthew · 1 Oct 22:50 | First HTML prototype. Completed pages: Contemporary, gazebo, garden room and homepage. Others are stubs. |
| proto-awesomeo-v3.zip | Matthew · 2 Oct 19:45 | Prototype phase 1, much bigger. README: homepage, gazebo hub + 4 range pages, garden rooms hub, Contemporary & Heritage (2D design generator + “Explore in 3D” link), Visit Us hub + a page per show site with appointment request, Your Project timeline (How it works, Planning, Prices & finance, Guarantee & aftercare), Inspiration gallery, Ideas by use, site search, “Send me this design”, tick-to-compare, one smart enquiry form with call-back, mobile bottom bar (Call · Visit · Brochure). Forms send nothing; live build would post into Capsule CRM. Facts checked from crownpavilions.com 1 Oct. |
| sandringham-luxury 4.html | Matthew · 8 Oct 21:16 | One try at the Sandringham page made with Claude AI for comparison with Grok. Luke: nice, but keep corporate light grey. Matthew: colours need a full overhaul; kept for comparison. |
| crown-pavilions-website5.html | Matthew · 9 Oct 03:42 | Single-file prototype “focusing on structure, lots of detail needs tweaking”. |
| …website-VERSION-all-gazebos-v11-hero-restored.html | Matthew · 11 Oct 21:12 | “Latest version” — all gazebos, hero restored. Didn't display on Luke's phone (fixed via the share/preview link). |
| crown-pavilions-website 34.html — not in export | Matthew · 10 Oct 22:31 | Version 34 (“haven't tested on mobile”). Shown as “document omitted” — ask Matthew. |
| crown-pavilions-v27-luxury.html — not in export | Matthew · 28 Oct 04:44 | Final handover version. Images not cropped, placeholder text in many areas. Matthew can pass the earlier version history. Ask Matthew/Danny for this file. |
| ex display email conversion page.pdf · newsletter.pdf | Hassan · 10 Oct 02:57 | Landing (conversion) page and email for the ex-display offer — related to the Vercel offer page above. |
| Price List 2026-27.pdf (20 pages) | Luke · 6 Oct 18:46 | New price list — the source of RRPs for website prices. Lindsey spotted square cabinets/glass tops listed though discontinued. |
What was removed (not website)
So you know nothing was lost by accident — these topics were in the chat but are not about the website design