Laticrete
Improve the user experience of the website to address the current challenges and meet the goals of the client.
TEAM
Krystal Zhang — MS, HCI
Mary Honard — MS, HCI
AREAS
CLIENT
User testing
Betsy Visconti — MS, HCI
Nagasai Vardhan — MFA, Visual Comm
So what is Laticrete?
A leading manufacturer of globally proven construction solutions for the building industry
and is a supplier of high-quality construction materials Their biggest product line is within their tile and stone installation line (including grouts and adhesives)
Goal
Creating a new design to improve the usability of the website Before moving on to development, they want to test the usability of their prototype
Research
>Who are the user personas for the company?
Insights
2 participants preferred old design
had difficulties with the prototype due to software limitations
Notable data
0%
Participants thought new design was difficult to use
62%
Participants thought old design was difficult to use
12%
Participants thought the first task was confusing due to being unfamiliar with the product names
Limitations
>What are the short-comings for user testing?
01
02
03
Small sample size
Compressed testing timeline
User confusion over product names
>So what’s the overall preference?
Insights
Conducting more tests with fewer tasks per test, while also increasing the sample size.
Additionally, comparing prototype versions instead of the current site to gather valuable insights for enhancing user experience.
Tasks
01
Where to buy page
Scenario for the participant
You live in New Haven, Connecticut, and want to buy materials for your project. Find the nearest store that carries LATICRETE material
Why?
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)
Highlights from user testing sessions — for the 1st task
Task performance in terms of time
User’s Preferences
4/6
Participants preferred the new website
5/6
Participants mentioned that having the map helps them visualize the nearby stores.
2
Participants faced problems with the old website, in finding the search results as they were in the second half of the page
Tasks
02
Finding product details
Scenario for the participant
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?
Why?
The most common use-case for LATICRETE Customers
Highlights from user testing sessions — for the 2nd task
Task performance in terms of time
User’s Preferences
5/6
Participants preferred the new website
1
They performed better on the new prototype. They liked the larger text on the old website. Participant wasn’t zoomed in
Tasks
03
Customer support
Scenario for the participant
Imagine you are a store owner and you have questions about ordering materials in larger quantities. See if you can speak with a representative
Why?
Distinguish themselves from their competitors with 24/7 customer service on their products
Highlights from user testing sessions — for the 3rd task
Task performance in terms of time
User’s Preferences
3/6
Participants preferred the new website
Contact us popup
⅚ participants ‘x’ed it out frequently but didn’t realize what the content was
Test results
>So what’s the overall preference?
Insights
2 participants preferred old design
had difficulties with the prototype due to software limitations
Notable data
0%
Participants thought new design was difficult to use
62%
Participants thought old design was difficult to use
12%
Participants thought the first task was confusing due to being unfamiliar with the product names
Limitations
>What are the short-comings for user testing?
01
02
03
Small sample size
Compressed testing timeline
User confusion over product names
>So what’s the overall preference?
Insights
Conducting more tests with fewer tasks per test, while also increasing the sample size.
Additionally, comparing prototype versions instead of the current site to gather valuable insights for enhancing user experience.