LATICRETE
Testing & refining a new website design to engage younger audience before launch
WHAT I DID
Kickoff meeting, participant profiles, heuristic evaluation, test planning, pilot testing, usability testing, analyzing data, stakeholder presentation
TIMELINE
4 Months
Aug ‘23 – Dec ‘23
TEAM
Nagasai Vardhan, Betsy Visconti, Krystal Zhang, Mary Honard
Who they are?
LATICRETE is a global leader in tile and stone installation solutions, known for its high-performance adhesives, grouts, and waterproofing systems.
The challenge
LATICRETE redesigned its website to improve usability but needed to test and refine it before launch.
Users previously struggled with product discovery, search functionality, and navigation. With a new structure and wireframes, the goal was to validate improvements to ensure a seamless buying experience before development.
Project outcomes
→ 31% faster task completion
Completion of key tasks on the new website, improving navigation, search, and accessibility.
→ 83% preferred the new website
In post-test feedback, participants preferred the new design. The only exception was due to prototype limitations, not the design itself.
→ 53% Fewer clicks
Making finding products, locating distributors, and accessing support easier and faster.
Kickoff meeting insights
Before starting the project, we held a Zoom meeting with stakeholders to align on key aspects—understanding the product, its users, challenges, competitors, and project scope.
We documented insights in a kickoff meeting report to guide design decisions throughout the process.
Heuristic Evaluation
We conducted a heuristic evaluation on the prototype, assessing key pages against 15 usability principles (e.g., consistency, navigation clarity, and labeling).
Each team member analyzed the design, documented issues and suggested fixes in FigJam, and compiled a detailed report for the client to refine the prototype before development.
Collaborative heuristic evaluation in FigJam
Heuristic Issue: Widgets and Labels Near Targets
Heuristic Issue: Group Like Widgets and Functions
Pilot testing session on Zoom with a participant
Pilot test
Before the full usability study, we conducted pilot tests to refine our process and identify any issues.
⚠️ Addressed inconsistencies in test execution.
Reworded confusing terms like “unexpected” to “missing” for clarity.
Avoided calling versions “current site” and “new site” to prevent bias.
Addressed inconsistencies in test execution.
TASK 1
Where to buy page
Why
It is Important for contractors, architects or DIY/end-customers to find a store to purchase Laticrete (LATICRETE is mostly a business-to-business or B2B model).
Scenario for participants
You live in New Haven, Connecticut and want to buy materials for your project. Find the nearest store that carries LATICRETE material.
A compilation of participants navigating the ‘Where to Buy’ task
Users found stores quicker on the new website
The feature helps them visualize nearby stores
TASK 2
Finding product details
Why
The most common use-case for LATICRETE Customers.
Scenario for participants
You are working on a DIY project for your home. While you are buying things for your project, a friend suggested you buy SPECTRALOCK PRO Premium Grout, but you would like to make sure it is available in shades of brown. How would you find that information?
A compilation of participants navigating the ‘Finding Product Details’ task
Found product details faster on the new website
Preferences based on the task
TASK 3
Customer support
Why
The most common use-case for LATICRETE Customers.
Scenario for participants
You are working on a DIY project for your home. While you are buying things for your project, a friend suggested you buy SPECTRALOCK PRO Premium Grout, but you would like to make sure it is available in shades of brown. How would you find that information?
A compilation of participants navigating the ‘Finding Product Details’ task
Found product details faster on the new website
Preferences based on the task
Study commendations
Current version is a good prototype
Users said it was very streamlined and intuitive
New features improve clarity for first-time users (map on the store finder, color picker on product pages, etc.)
Recommendations
Further user testing once the new design goes live
Accessibility feature testing on live site
Retain some features from the current live site, such as the contact buttons being in the top menu
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