How Might We Improve Digital Form, Function, and Customer Experience for a Global Leader in Commercial Roofing?
Client: Confidential Global Commercial Roofing Manufacturer
The Challenge
A Confidential Global Commercial Roofing Manufacturer needed to overhaul the search functionality and overall navigation experience of their website. Contractors and architects were struggling to locate critical pre-construction documentation, often encountering outdated marketing materials, old letterheads, and irrelevant search results instead of essential materials. Because users prioritize finding highly specific technical specifications quickly, this cluttered, unintuitive digital experience was causing significant frustration. While the brand itself enjoyed a stellar reputation for quality, the website's poor performance was misaligned with the company's premium market positioning. The client needed to transform the site from a broad promotional tool into a highly reliable, frictionless technical resource.
The Outcome
We produced a comprehensive digital strategy aimed at simplifying information access and bridging the gap between customer needs and the site's vast repository. Core recommendations included overhauling the search algorithm to prioritize the most frequently accessed technical documents and strictly standardizing product naming conventions to reduce confusion. We also advised a massive content cleanup to permanently remove outdated or superseded materials that were overwhelming search results.
Ultimately, these targeted UX enhancements were designed to save contractors valuable time, elevate their confidence in the provided materials, and align the website's functionality with the client's exceptional real-world reputation.
The Approach
To diagnose these digital pain points, noodle conducted qualitative, in-depth interviews with a targeted group of internal stakeholders and seasoned commercial contractors. We observed and discussed their actual online behaviors, focusing heavily on how they navigate the different phases of the customer journey. We also benchmarked the site against recognized industry gold standards, analyzing why certain competitor sites or smaller sister-brand sites were perceived as more user-friendly. By probing into how users leverage search functionalities, we gained a granular understanding of their preferred digital wayfinding strategies. This comparative analysis allowed us to pinpoint exact structural flaws in the digital journey.