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<h3>Client</h3>
Meeting multiple internal needs for a full-scale digital transformation project.
When working with an organization as large and complex as CertainTeed, we often find that navigating the desires and needs of individual business units (BUs) and stakeholders becomes equally as important as those of the customers. Different goals from each BU and stakeholder add up, often creating additional complexity. It’s these types of projects where UX research can really shine a light on providing clarity for the best approach and solutions. 
CertainTeed  partnered with FFW to take them through the full life cycle of a digital transformation project; beginning with user research that would serve to inform the design and development of a new corporate site.  We delivered the user research project and their Digital Marketing team has used our discoveries and insights to inform decisions about their upcoming digital roadmap, and also to help CertainTeed’s BUs develop a better understanding and value of user testing and data-driven decision making.
Having a neutral third party to conduct user research and present findings to all internal BU stakeholders helped CertainTeed to align on a direction for the site and it uncovered truths about their users that could be traced back to data and facts, helping to align BUs on the best direction forward.
CertainTeed wanted one partner that could handle all their website needs, taking them from initial research to a well-designed and fully functioning site. They were impressed with our findings and ability to help unify the BUs around this approach, ultimately entrusting us with the design and development of the CertainTeed site.

<h3>Challenge</h3>
Information overload = overwhelmed and frustrated customers.
CertainTeed customers found it extremely difficult to find product information on the website, driving them to competitors or requiring them to meet with sales and support teams in a time-consuming fashion. This difficulty was not due to a lack of available information, but rather the reverse; the presence of massive amounts of detailed content on the site created information overload, and the added friction caused inefficiencies for users and the business alike. 
Our user research revealed primary pain points and the severity of their impact on the customer experience.  CertainTeed.com’s System Usability Scale Result Score was a D, with some of the main complaints being “wasted time and frustration about not finding needs quickly”, “frustration and confusion around the amount of distractions”, and “disappointment” related to there being no clear path for users.
We narrowed CertainTeed.com users into five primary archetypes. Though their roles are very different, we found they all had similar digital pain points and needs.

The primary customer challenges revealed through our user research were:
Wasted time. Difficulty finding what they need quickly.
<ul>
<li style="font-weight: 400;" aria-level="1">Users were overwhelmed with the amount of information on one page. It was a distraction to have additional overview pages on the way to product pages and often left them confused and lacking confidence about next steps. </li>
</ul>
Frustration and confusion by the amount of distractions.
<ul>
<li style="font-weight: 400;" aria-level="1">Users were disappointed when looking for something and it wasn’t what they expected. Designers looking for Revit files had several obstacles even after selecting the product. The inspiration gallery had small, hard to view photos but also contained blog articles and case studies that seemed unnecessary when users were searching for images. Search results were inaccurate and frustrating, often making the user start over. Filters didn’t apply relevance even after they had made the selection in the previous screen.</li>
</ul>
Disappointment
<ul>
<li style="font-weight: 400;" aria-level="1">There was no clear path for the user. Homeowners thought the site was for Contractors; Contractors and Architects felt it was for Homeowners. Builders and Distributors didn’t find much value beyond a comparison tool. There needed to be a more distinct path for the users since they are often confused by commercial vs residential information. One of the biggest takeaways was that the Builders and Distributors either use their own site with CertainTeed’s product data on it or they use CertainTeed’s other secure websites. </li>
</ul>
Internal challenges to navigate
As with many large companies, the sheer number of stakeholders with varying priorities required a thoughtful approach to communications and recommendations. The FFW team worked closely with the core project team to develop extensive documentation that demonstrated how all stakeholders’ needs were being addressed. The final phase of the user research included multiple stakeholder presentations to build confidence and alignment with the proposed approach.

<h3>Impact</h3>
Navigating B2B complexity in a B2C environment.
Our research brought to light and affirmed critical insights about CertainTeed’s customers, helping CertainTeed develop a comprehensive understanding of the pain points their users were experiencing. This provided clarity on best practices to revamp their site with customers top-of-mind for upcoming redesign and development projects – projects they ultimately entrusted FFW with. 
Some of the key takeaways from this project were:
<ul>
<li style="font-weight: 400;" aria-level="1">CertainTeed users have different roles, but their digital needs and behaviors are similar.</li>
<li style="font-weight: 400;" aria-level="1">Product pages are  the foundation of almost all user needs, tasks, and priorities.</li>
<li style="font-weight: 400;" aria-level="1">Reducing complexity and making it easier to find the right content will improve the experience for all users.</li>
</ul>
Unifying internal teams for a single, user-centric site
The user research findings supported CertainTeed’s understanding that the site wasn’t working for their customers – but it also gave them a new lens through which to understand why that was the case. Moving from a highly customized, concierge-style to a more consistent and standardized (but more convenient) UX approach is a big and difficult step for companies to take when accustomed to meeting individual customer needs in unique ways. Our work and findings have made it possible for the Digital Marketing team to coalesce the BUs around the idea of a single, user-centric site.
A key goal we achieved was to educate the project’s stakeholders about data-driven decision making when it comes to UX and site design, and help them understand that users had broadly shared needs rather than highly individualized or customized requirements.

<h3>What's Next</h3>
Up next: Redesign and Development backed by insights.
Following the success of our user research work together, CertainTeed chose FFW to lead the redesign, CMS replatforming and code development of their new site. Keep an eye out for future stories on the progression of their site, utilizing insights and best practices gleaned from our UX research.

<h3>How well do you really know your customers?</h3>
For major enterprises that have been struggling with digital transformation for a long time, user research can be an extremely valuable tool. Chances are your organization doesn’t understand your customers’ needs as well as you think you do, and you’ll almost certainly be surprised by some of the findings. It’s also inevitable that, as a large organization, over time your site has come to more closely reflect your internal organizational structure than the needs of your users. You should invest in ensuring your redesign doesn’t repeat those mistakes.
User research is also a handy cudgel packed with data, customer testimonials, and more that help prevent internal stakeholder resistance. Don’t underestimate the value of showing your customer data from a seasoned UX partner - it can be a powerful tool to maintain internal stakeholder alignment throughout the project lifecycle.

Responses to web intercept survey

Survey response rate (1% is typical rate)

Internal stakeholder interviews conducted

Client

Challenge

Facts & Figures

<h4>Impact</h4>
Our user research project laid a firm foundation for digital transformation. We were able to develop clear insights into CertainTeed’s customer needs and uncovered ways to vastly improve their user experience when navigating the website. We discovered that, although CertainTeed’s users have very different roles, their website needs and behaviors are largely similar. The insights gained fueled design and development decisions that aligned with what users truly want. As CertainTeed and FFW embarked on design and development for the new CertainTeed website, this knowledge proved deeply valuable.

Case Study

Elevate Customer Satisfaction to Delight with UX Research

CertainTeed UX Research