Daltile
Transforming flash utilities into branded, intuitive tools that inspire, guide, and convert customers with ease.
Transforming a Legacy Tool into a Modern Customer Experience
The Client
DalTile, a subsidiary of Mohawk Industries, is one of the nation’s leading manufacturers and distributors of ceramic tile and natural stone—producing nearly 700 million square feet of floor covering per year.
The Challenge
DalTile’s website featured a suite of inspirational tools designed to help customers explore styles, visualize spaces, and calculate material needs. However, these tools were built years earlier in Flash, were unbranded, and had become increasingly difficult to use.As a result, engagement had dropped significantly, and the tools no longer reflected the sophistication or quality of the DalTile brand—or the expectations of its customers.
This project presented a clear opportunity: reimagine the experience from the ground up with a more modern, intuitive, and brand-aligned interface.
Strategy & Experience Design
Because the original tool was built with outdated technology, reliable user analytics were limited. Our UX strategy instead drew from marketing feedback, customer support insights, and a comprehensive audit of the existing tool.
From this research, several core challenges emerged:
→ Improve legibility and overall visual clarity
→ Provide a clearer sense of progress and purpose within the workflow
→ Introduce more robust customization options without overcomplicating the interface
The goal was simple but ambitious: make complex calculations feel effortless—and deliver a visually engaging experience that inspired confidence and creativity.
UI Design & Experience Flow
The redesigned experience begins with a branded, intuitive portal that immediately orients users. Simple, direct language, clear visual grouping, and DalTile’s signature color palette create a welcoming and trustworthy tone.
Pattern designer
Tile Estimator
1. Getting Started
Users begin by selecting a surface type, then defining the basic shape of the area to be tiled. The process is intuitive and visually guided, helping users feel confident from the first click.
2. Custom Shapes Made Easy
For irregular rooms or non-standard layouts, users can quickly create custom surface shapes using simple on-screen tools. The interface prioritizes flexibility without complexity—making professional-grade accuracy achievable for anyone.
3. Precise Measurements
Surface dimensions can be adjusted by dragging corners or directly editing measurements on-screen, offering precision without breaking flow.
4. Accounting for Details
Not every surface is fully tiled—so the new tool makes it easy to add and size non-tile areas (like sinks, beams, or fixed furniture) to ensure total accuracy.
5. Applying Tile Selections
Once the surface is ready, users explore tile options via three streamlined dropdown menus—making it easy to visualize styles, patterns, and configurations.
The Tile Visualizer
The Result
The redesigned DalTile experience delivers a clean, modern, and frictionless process for calculating tile needs—transforming what was once a frustrating task into a moment of brand engagement.
Users could now:
→ Save, print, or share their custom calculations
→ Send results directly to the nearest DalTile showroom
→ Move seamlessly from inspiration to purchase
The result is an experience that reflects the craftsmanship of DalTile’s products and reinforces their reputation as a leader in design, innovation, and customer experience.
Thank you!
I appreciate you taking the time to explore this project and the process behind it. If you’d like to connect, I’d love to hear from you—whether it’s to discuss a potential collaboration, compare notes on design challenges, or just say hello.
You can reach out directly using the links in the footer below, or head back to the Projects page to see more of my work.
