BetterTiles
Surfaces Redefined
Overview
BetterTiles has a legacy rooted in a vision that began over 60 years ago. Built on a commitment to quality, design integrity and innovation, BetterTiles has grown into one of Australia’s most respected names in premium surfaces.
When the brand engaged Traffic, the ambition was clear: to translate six decades of craftsmanship into a world-class digital experience that serves retail customers, designers and trade partners with equal sophistication.
The result is a complete digital transformation — a re-architecture of the brand’s online ecosystem that seamlessly merges beauty, scale and performance.
Challenge
Despite its heritage and scale, BetterTiles’ digital presence hadn’t evolved with the business. The previous site offered limited functionality, couldn’t manage its vast product library, and lacked e-commerce capability. The new platform needed to introduce online transactions for the first time, while handling thousands of SKUs and multiple data sources across retail and trade.
Integrating the ClearTile CRM presented a complex challenge — product data, imagery and stock logic had to sync across systems that weren’t designed to communicate natively. Traffic’s task was to design a future-ready digital architecture that overcame these limitations while preserving aesthetic excellence.
Strategy & Approach
Traffic’s multidisciplinary approach united UI & CX strategy, information architecture, and responsive digital design within a scalable, modular framework.
The process began with deep audience mapping to shape a complete site map, content hierarchy and user flow. From there, wireframes, UX prototypes and high-fidelity UI design were developed in Figma — crafting a design system that was as elegant as it was intuitive.
Every detail, from typography to motion, reflected BetterTiles’ design sensibility — tactile, timeless and architectural.
Solution
Beneath its refined exterior, the BetterTiles platform is a technical powerhouse. Built on React / Next.js, it integrates Sanity CMS, Shopify, and ClearTile / Monday CRM to create a seamless ecosystem supporting both retail and trade operations.
To resolve the ClearTile integration challenge, Traffic engineered a custom workflow where Shopify acts as the product-upload interface, feeding into Sanity for front-end content while synchronising with ClearTile for live data, stock and imagery. This architecture enables speed, accuracy and scalability across thousands of SKUs — without compromising design control or editorial freedom.
The platform now supports:
- Full e-commerce functionality, enabling online transactions for the first time
- Advanced product filtering by collection, material and finish
- Trade and wholesale portals with secure login and approval workflows
- Sample ordering and price-list automation
- A visually exquisite interface that reflects the craftsmanship of the brand itself
Outcome
The new BetterTiles platform redefines digital sophistication within the design and construction category. It translates a 60-year legacy of craftsmanship into a seamless, future-ready digital ecosystem — one that celebrates design, simplifies discovery, and enables commerce at scale.
More than a website, it is a digital showroom and commerce engine — uniting inspiration, specification and transaction in one cohesive experience. BetterTiles now stands as a benchmark for how a heritage brand can embrace innovation without compromising its artistry.
Deliverables
- UI & CX Strategy
- Site Map & Information Architecture
- Wireframes & User Flow Mapping
- Responsive Digital Design
- UI & UX Design & Figma Prototyping
- Website Development (React / Next.js)
- E-Commerce Integration (Shopify)
- Sanity CMS + API Integrations (ClearTile / Monday CRM)
