THE PROCESS

Discover

I began with a comprehensive audit of the existing platform — analyzing site analytics, customer drop-off points, product page performance, and competitor positioning. Key findings revealed that customers were struggling to visualize flooring products in their own spaces, product pages lacked sufficient detail and imagery to drive purchase confidence, and the checkout process created unnecessary friction. I also conducted customer interviews to understand the purchase decision journey for a high-consideration product like flooring — where tactile experience is traditionally expected but had to be replicated digitally.

Define & Design

Using research findings to inform the redesign strategy, I restructured the information architecture to support a multi-store model, redesigned product pages with richer imagery and specification detail, and optimized the customer journey from discovery through checkout. I managed all product photography to ensure consistent, high-quality visual representation across the catalog. SEO strategy was integrated from the ground up amd building organic discoverability into the platform architecture rather than treating it as an afterthought.

Deliver & Measure

The redesigned platform launched across all SimpleFLOORS locations. Post-launch performance was tracked across conversion rates, organic traffic, and online sales revenue. The results validated the design strategy comprehensively — with sustained growth across all key metrics driven by the combination of improved UX, richer product content, and integrated SEO.