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Tile is Trending

Redesigning Florida Tile’s Website from the Floor Up

Everyone needs to freshen their look and Florida Tile’s website was no exception. WRL Advertising first partnered with the company in 2010 and was pleased to provide this most recent makeover to their website –

A world-class manufacturer and distributor of porcelain and ceramic tile, natural stone and decorative glass and metal tiles for more than 65 years, it was important that the site maintains its current functionality but improve the user experience. The look and feel of the site also needed a more contemporary appearance that reflected the company’s vision combining cutting-edge Italian/European design heritage with the warmth of the American lifestyle. And the site needed to be mobile-friendly with responsive design as well as include tie-ins to the most popular social media platforms being used by today’s consumers (Instagram, Facebook, Houzz, Pinterest, etc.) Finally, the site needed to have an easy-to-use content management system to allow the clients to maintain and keep the new site updated and current.

Starting at the Ground Floor
The WRL team, led by Creative Director Norio Saneshige, began by completing a comprehensive look at the current market, top competitors and a complete review of the website’s Google analytics. Then the team sat down with the client for a deep-dive discovery meeting to collect their thoughts about what was and wasn’t currently working, a wish list of new features, as well as new product content, dealer programs and other information that needed to be included in the new site. Key to enhancing the user experience was in developing different audience personas to test the user experience as well as incorporating survey feedback current customers and dealers supplied to Florida Tile about any usability issues.

Laying Out the Design
A fresh color palette and full-screen application images now show the products highlighted and used in trendy environments, which adds to the visual appeal of the new site.

The home page scroller is sortable by residential and commercial use and allows the user to access product videos as well as switch between product types, quickly accessing new room views.

The revamped site offers user-friendly options such as searching by collection, look type, color, size, shape, mosaic type, and even interior design trend. The filtering options and search are powered by ElasticSearch, which is a server that accelerates searching through the 1,500+ tiles in the Florida Tile database.

The option to bookmark products and compare specs on up to four different tiles is a key update that provides designers and end-consumers with a convenient tool to make informed purchasing decisions. Built using the Vue.js Javascript framework, a user can make tile choices, and then remove them, make a new selection, and the results are displayed immediately without having to wait for the page to refresh.

Ordering tile samples is easier than ever. The revamped tool auto-populates the product selection drop down with the user’s bookmarks, allowing customers to request up to three samples per day.

Finally, the search tool to find Showrooms or Dealers and Distributors was improved using Google’s Maps and Geocoding APIs. Results are displayed underneath the map in an easy to understand format with a large button to get directions to each location.

Piecing it Together
“Our customers, influencers, and vendor partners have been very pleased with the redesign,” said Tressa Samdal, Florida Tile director of marketing. “Our goal was to create a pleasant experience for our customers. The colors are fresh and modern, the navigation is easy to use, and the imagery is large and inviting.”

Anthony Hamby, marketing resource and project manager in charge of this redesign added, “This site offers all the tools our visitors have always enjoyed such as search by collection, inspiration gallery, project gallery, and sample ordering, but now we provide greater ease of use.”


If your website could use a new look and you would like our creative team to Think. Create. Design. for you, then navigate to our Contact Us page or click on “Talk with Us Today”!


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