The Challenge

Turn their digital experience from frustrating to relationship building.

The words "friction" and "e-Commerce" are never good in the same sentence. For LATICRETE, a global leader in commercial and residential flooring and façade products, their cumbersome digital experience was giving customers, even loyal ones, good reason to seek solutions elsewhere.

The Insight

Architects, contractors and builders sweat the details — so LATICRETE better do the same.

LATICRETE’s customers seek partners whose attention to detail exceeds their own. They conceive and build important, inspiring projects — including some of the world’s most iconic. While customers appreciated LATICRETE’s sterling reputation for service and quality, they were puzzled by LATICRETE’s substandard digital experience.

Illustration of product module.

The Research

We spoke with customers across the globe, no matter where or when.

From Sydney, to Germany, to our own EST, we reached across time zones to speak directly with LATICRETE’s global audience, no matter how early in the morning or late at night it was for us. We learned that customers universally expected access to tools that simplify their work and make it more efficient. And they weren’t getting it from LATICRETE.

People working on a computer


The real creativity started with a spreadsheet.

We needed to completely redesign the experience, stripping away the technology that had become burdensome and ineffective. So we went back to the basics, starting with a spreadsheet that captured thousands of their products in one place. Then we worked with LATICRETE’s product and tech teams to recreate a website taxonomy based on solving problems and meeting customer needs.

Laptop, mobile phone, and tablet.
Product finder pages.
Our Products page menu list.

The Outcome

Sweat the details. Just like our customers.

LATICRETE's new site works seamlessly to incorporate hundreds of products organized in an intuitive taxonomy that is consistent with their offline catalogs and communications. The interface takes its cue from LATICRETE's product/industrial sensibilities. And the site's templates were designed to work easily with the Content Management System to give LATICRETE ultimate flexibility in publishing content in the future.