SAIKAT PAL
VISUAL
DESIGNER
Project Overview
Maline Tile is a leading wholesale tile distributor, offering a wide variety of tiles for showrooms across the U.S. Their product range includes porcelain, ceramic, natural stone, glass tiles, porcelain slabs, and luxury vinyl tiles (LVT). They also provide installation materials from brands like TEC, Mapei, Schluter, and Wedi. Maline Tile supports showrooms nationwide with a diverse selection of high-quality tiles, catering to various design preferences and project requirements. They have locations in Massachusetts and New Jersey. Additionally, they offer resources such as a payment portal, return policy, delivery policy, and care & maintenance guidelines to assist their clients. For those interested in becoming a dealer, Maline Tile provides opportunities to join their network across the East Coast. You can explore their full product range and learn more about their services on their website.
2023
My Role: Lead UX Designer, overseeing the entire redesign process.
Timeline: 3 Months & more
Problem statement
The website struggles with complex navigation, making it difficult for users to find specific products due to an overwhelming number of categories. Additionally, the focus on a single collection limits exploration and discourages browsing of other offerings. Redundancy across multiple similar sections creates confusion and reduces clarity. Moreover, usability issues are present with low visual contrast and understated design elements, which impact the overall user experience. Addressing these areas can greatly enhance the site’s navigation and usability.
Business Objectives
Enhance the user experience, boost engagement with the full range of products, and ensure the website aligns seamlessly with Maline Tile's sophisticated brand identity.
Client
Maline Tile
Services
Website Redesign ( not live yet )
Year
2023-2024
Site
User Interviews
Objective: The primary goal of conducting user interviews was to gain a deep understanding of the pain points, preferences, and behaviors of users interacting with Maline Tile's existing e-commerce site. This qualitative research was designed to uncover valuable insights that would inform and guide the redesign process, ensuring the new design effectively addresses user needs and enhances their overall experience.
Participants
8 participants (4 existing customers, 4 potential customers)
Age Range
25 to 45
Gender
Male & Female
Background
Mix of interior designers, architects, contractors, builders, and tile showrooms seeking high-quality tiles and installation materials for various projects. Homeowners and renovators, as well as real estate developers and hospitality professionals, are also key customers looking to enhance spaces with durable and stylish tiles.
Key Insights
Navigation Complexity
Excessive categories made navigation challenging for users.
Limited Exploration
Users primarily focused on one collection, which limited their exploration of other products.
Redundancy
Repeated sections in the site structure caused confusion.
Usability Issues
Low contrast and subtle design elements reduced usability.
Wireframing & Prototyping
Created wireframes to tackle key issues, including navigation complexity and content hierarchy. An iterative design process, incorporating user feedback, resulted in a streamlined navigation bar, balanced content layout, and enhanced visual contrast.
User Flow
Designed the ideal user journey, emphasizing user interactions from the landing page to checkout.
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Key Enhancements
Streamlined Checkout Process: Simplified the steps required to complete a purchase. Enhanced Product Discovery: Developed a user flow to facilitate easier browsing and comparison across collections. Seamless Navigation: Optimized navigation to allow smooth transitions between product categories and the checkout process.
Outcome: The optimized user flow is designed to boost conversion rates by simplifying the shopping experience and minimizing drop-off points.
Visual Design
Brand Integration: Ensured the visual design aligned with Riverside Furniture’s sophisticated brand identity. Design Elements: Improved visual contrast, introduced engaging call-to-action elements, and streamlined design to enhance user engagement.
Key Improvements
Enhanced Navigation: Simplified navigation to facilitate easier product discovery. Visual Appeal: Improved visual contrast and incorporated engaging design elements. User Flow Optimization: Streamlined the user journey to elevate the shopping experience and minimize drop-offs.
Impact on Business: While the site has not yet launched, the redesign is anticipated to greatly enhance user experience, boost engagement, and align more closely with Maline Tile's brand identity.
