Elevating Customer Satisfaction Through UX Research

The Challenge

CertainTeed's website suffered from severe information overload, making it difficult for customers to find the product information they needed. The friction drove users to competitors or directly to the sales team, bypassing the digital channel entirely.

• Website suffered from severe information overload
• Customers couldn't find product info
• Friction drove users to competitors or sales team
• Site scored D on System Usability Scale
• Lack of clear pathways for different user types

The Solution

JAKALA conducted extensive user research to build a data-driven foundation for CertainTeed's digital strategy. The research included a web intercept survey that achieved a 5% response rate (5x the typical 1%), along with 43 internal stakeholder interviews to align the organization around user needs.

• Web intercept survey (975 responses, 5% response rate vs. typical 1%)
• 43 internal stakeholder interviews
• Identified 5 primary customer archetypes
• Comprehensive documentation
• Multiple stakeholder presentations

The Results

The UX research unified CertainTeed's business units around a single user-centric vision, enabling the transition from customized to standardized UX. Based on the strength of the research engagement, CertainTeed selected JAKALA for the subsequent redesign, CMS replatforming, and development.

• Unified business units around single user-centric vision
• Transitioned from customized to standardized UX
• CertainTeed selected JAKALA for subsequent redesign, CMS replatforming, and development

"Jakala's UX research was our go-to data guide for how we prioritized and developed our digital strategy."

— Linda Bachofer, Digital Experience & Project Manager, CertainTeed

"A major site redesign in 54 weeks. It took giant partnership and support internally and next-level dedication from our fantastic partners at Jakala. And together we pulled it off."

— Kate Paine, Head of Digital Marketing, CertainTeed