Garden State Tile, a New Jersey based tile and stone company, requested a redesign of their website to showcase their inventory for prospective buyers. Their drill-down navigation required many steps to view a product and their “save to portfolio” feature was not very discoverable.
After examining the current experience and identifying pain points, I implemented an improved site architecture and navigation designed around a user’s journey of browsing tiles, saving to portfolio, and requesting an appointment. I also reduced cognitive load by introducing more visual hierarchy on each page, emphasizing the most important elements to the user. The updated design is clean and minimal, placing the focus on the product.