The primary objective was to guide users through Flooring Xtra's extensive range, offering customers clarity and inspiration before visiting a store to complete the purchase. Prioritising product education—focusing on durability, use cases, and sustainability—was crucial to equip customers with the necessary insights to make informed choices. 

With a diverse audience, from young professionals to retirees, the brand required a user interface that balanced contemporary appeal with broad accessibility. The result is a design that elevates the brand while remaining intuitive and approachable for all.

A refined visual identity 

Departing from bold black and bright colours, Flooring Xtra’s shift to a more neutral palette offered an opportunity to elevate their visual identity. By embracing these tones and introducing a sophisticated serif font, the site adopted an editorial style that invites deeper exploration.

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Amplifying inspiration

Large-scale lifestyle photography and curated content create a refined, contemporary aesthetic while the home page invites exploration with a featured collection and ‘shop the look’ modules. An interactive journal provides two paths for discovery—exploring projects or browsing a gallery—offering users a more personalised and engaging experience.

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Interactive tools
Advantageous tools, like the lookbook and sample box, were prominently featured on the homepage for easier discovery. Once triggered, a sticky sample box bar remains visible at the bottom of the screen, encouraging customers to build their selection as they explore the site.

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Streamlining the customer journey

To facilitate a more intuitive and educational journey for Flooring Xtra’s customers, we translated key aspects of the in-store experience online. By refining the information architecture, essential details—such as carpet weight, material considerations, and functionality—were integrated into the browsing experience. Users are guided through an educational process that explains how different styles meet various needs and impact pricing, enabling them to make well-informed decisions before visiting a store.

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Showcasing valuable resources

Intuitive navigation plays an important role in supporting customer education. Key pages like Flooring Xtra’s process are highlighted within a redesigned mega menu, ensuring that crucial information is served to users at the appropriate stage of their journey.

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Optimised education 

Product pages simplify complex decisions, presenting key information in a digestible format. A dynamic variant selector highlights considerations like carpet weight, while a wide slide-out module provides access to specs, care instructions, and similar products for side-by-side comparisons. Further down the page, a process section outlines the next steps, creating a clear and seamless path from exploration to purchase.