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Project Overview

Role: UI/UX Designer and Developer
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Collaborators: Customer Service (patterns, edge cases, language)

Tile shoppers think in square footage, not boxes. LMP Home showed price per box only, which drove constant "how much do I need?" questions and stalled purchases. I designed and built a Square Footage Calculator on the product page and updated the PDP to show price per sq.ft., price per box, and coverage specs. 

Context

LMP Home sells tiles online. Unlike commodity e-commerce, tile buying requires

Calculating Coverage
(Sq.Ft.)

Round up to full boxes

Aligning on specifications

Accounting for
breakage

When a PDP doesn't support that math, the customer falls back to support or leaves.

Problem

Customers couldn't answer basic purchase questions on the PDP

Pain Point

  • Product pricing was per box only

  • Customers repeatedly asked for price per sq. ft.

  • Customers needed help calculating boxes required

  • Customer service time was being burned on repetitive questions

Hi, quick question. How many square feet does one box of the calyton snow frame subway tile cover?

If I need 24 sq.ft., how many boxes would I need?

Goals & Success Metrics

Goals

  1. Help customers self serve the core calculation: how many boxes do I need?

  2. Make pricing understandable at a gland: price per sq.ft. and per box

  3. Reduce support burden without adding complexity to the UI

  4. Standardize key PDP specs so customers trust what they're buying

Metrics

  • Inquiry volume: calls, emails, contact forms

  • Revenue: Shopify analytics

  • Behavior signals: GA4 (engagement and PDP behavior)

Solution

  1. Square Footage Calculator​​​​

    1. Input: Square footage needed​

    2. Option: Add 15% extra for reserve

    3. Output: boxes required, rounded up to full boxes

  2. Price Clarity

    1. Added price per sq.ft. alongside price per box for easier comparison and confidence.​

  3. Standardized specs

    1. Surfaced Sq.Ft./Box and Pieces/Box so the calculator felt trustworthy and transparent.​

What I Implemented

  • Calcualtor uses sq.ft./box from the product data

  • If breakage is selected: sq.ft. x 1.15

  • Rounds up to ensure full box ordering

  • Handled empty/invalid input and "small area still needs 1 box" cases

Price transparency: per sq.ft. and per box

I added price per square foot and price per box which allows customers to:

​

  • Compare products easily

  • Understand the real unit cost

  • Stop asking support for the basic conversion

Standardized Product Specifications

I surfaced the key coverage details directly on the PDP

​

  • Sq.ft. per box

  • Pieces per box

  • Core specs like size, finish, material, application

​

This reduced uncertainty and made the calculator feel trustworthy because the inputs were visible and consistent.

Results

Comparing Q1-Q2 vs Q3-Q4 (2023):

  • Inquiries down 65%

    • Based on combined counts of calls, emails, and contact form submissions​

  • Revenue up 44%

Conclusion

This wasn't "adding a calculator." It was fixing a missing step in the buying workflow: converting the product into the customer's unit (sq.ft.), reducing uncertainty, and making purchasing feel easy.

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