Internship Project- HFdesign.com

Our journey began with a common challenge—finding the right flooring was often like looking for a needle in a haystack. We realized people needed a platform that simplifies this process. Distributors wanted an easy way to order and explore a range of options. Homeowners needed inspiration and an effortless way to envision their dream spaces. Architects and designers were seeking a canvas to bring their designs to life. Thus, our mission became clear—to create a digital haven that caters to these unique needs.

My Role

User Experience Design
User Experience Research
User Interface
3D Rendering
Animation
Copywriting
Search Engine Optimisation (SEO)

Project Specifications

Project Duration: 4 months

Tools:

Figma
Illustrator
Elementor
Photoshop
Blender
MRI Simmons (Data)

Deliverables

Competitive analysis
User surveys and one-on-one interviews
Personas
User journeys and task flows
Site map
Low-fidelity wireframes
High-fidelity mockups and prototypes
Design system and UI kit
Usability tests and findings

Overview

This project for HF Design LLC is centered around transforming the flooring journey for distributors, homeowners, architects, and designers in North America. We aim to simplify choices, enhance customization, and provide inspiration. Our digital platform will streamline ordering, offer design tools, showcase trends, and emphasize sustainability. Ultimately, we're creating a space where flooring is an art, reflecting personal style and contributing to a sustainable future.

The problem that we stumbled upon during our initial research process was that the website traffic broadly consisted of three types of users- distributers, home owners and designers/architects, each with a different set of needs and pain points that needed to be addressed with this website. Thus, our initial research was heavily dependent on user case studies and personas.

Research Phase

In the initial research phase of this project, I did a thorough exploration of the flooring landscape. Beginning with a comprehensive competitive analysis, I went through various flooring websites to discern their strengths, weaknesses, and unique offerings. One-on-one interviews with distributors, homeowners, architects, designers, and even business owners provided invaluable insights into their expectations and pain points within the flooring market. These conversations helped me tailor the digital platform to meet diverse needs. Additionally, I delved into extensive secondary research, studying the flooring industry's trends, innovations, sustainability practices, and consumer preferences. This triangulation of approaches allowed for a well-rounded understanding, paving the way for the project's strategic direction and ultimate goal of enhancing the flooring experience for all.

Target Audience

Before creating user personas, I ran a data report on MRI Simmons to identify what age bracket our target audience would primarily fall under, along with other relevant demographic information. This report was instrumental in helping me create personas and further define their respective pain points.

USER PERSONAS

Pain points

Difficulty finding diverse flooring options that match specific architectural designs.

Confusion and indecision due to the overwhelming flooring market.

Limited choices and lack of customization for homeowners, architects, and designers.

Absence of a user-friendly platform for easy ordering and comprehensive product information.

Buyer Journey

At a first glance, it appeared that everyone shares a common interest—purchasing the finest flooring. However, a deeper look into the user research revealed distinct motivations among users. Developing personas played a crucial role in understanding these differences, serving as crucial benchmarks as we progressed in developing functions for the platform. During the research and design phases, my primary focus revolved around 3 personas due to their significant influence on critical functions.

In the design phase, we kickstarted with a Design Sprint—a five-day collaborative process to tackle key design challenges. We begun by defining the problem at hand, aligning on goals, and setting a clear target. Day two involved brainstorming a wide array of ideas through various exercises, building on the Crazy Eights method for rapid ideation. By day three, we began sketching and wireframing potential solutions based on the most promising concepts. These wireframes were then refined and selected for prototyping on day four. The final day involved testing the prototypes with real users, gaining valuable feedback to iterate and fine-tune our designs. This methodology ensured a focused and accelerated design process, allowing us to swiftly move from ideation to a well-informed and user-tested design.

Design Phase

The "Crazy Eights" Method

In the initial design phase, we used a method called "Crazy Eights." This exciting exercise involved each member to draw 8 rough sketches each in 8 minutes' time. Each team member sketched eight quick design concepts, embracing the 'quantity over quality' approach. This not only sparked a myriad of innovative ideas but also encouraged diverse perspectives from team members. From there, we gathered and discussed these sketches, cherry-picking elements that stood out and integrating them into the evolving design concepts. It was an energizing start that set the tone for a design phase characterized by creativity, collaboration, and ultimately, an outstanding user experience.

Wireframes

SITE-MAP

CUSTOMISED HOME-OWNER HOME PAGE

CUSTOMISED DESIGNER HOME PAGE

Usability Testing

In our pursuit of ensuring a user-friendly platform, we initiated extensive usability testing involving both distributors associated with our company and a mix of existing as well as new customers. To kick off, we curated specific tasks that encapsulated the key functionalities of the website, seeking insights on their ease of use, efficiency, and overall satisfaction. Through structured interviews and observation, we closely monitored their interactions, encouraging open feedback on any issues encountered. The results highlighted a few recurrent problems. Distributors found certain filtering features slightly confusing, requiring clearer instructions. Additionally, a segment of customers faced challenges navigating to the product details page, indicating a need for more intuitive pathways. These insights proved invaluable, guiding us to make necessary adjustments, refine the design, and implement a more seamless user experience, thus maximizing satisfaction for our diverse user base.

VISUALIZER TOOL

A digital tool that allows users to virtually visualize how different flooring options would look in their space. Users can upload a picture of their room and apply various flooring designs to see a realistic preview.

The visualizer tool was a priority as I understand the struggle of envisioning how flooring options will fit into a space. This tool empowers users to virtually experiment and gain confidence in their choices, addressing one of the key pain-points identified earlier

The "sort by styles" feature was a no-brainer, given the frustration caused by the limited availability of customizable options. It ensures that users, particularly distributors and designers, can efficiently find flooring that perfectly aligns with the distinct demands of their clients' projects.

SORT BY STYLE

For designers specifically, I wanted to replicate the joy of a mood board. The Pinterest-inspired layout on the homepage is all about encouraging creativity and offering a visually captivating way to gather ideas and trends. Designers need a platform that ignites their creative spark, and this feature achieves just that.

This serves as a dedicated section for designers offering blog posts or articles related to the latest trends in flooring. It provides insights into popular designs, colors, patterns, and textures, helping users stay updated and informed about current market trends.

DESIGNER MOODBOARD

PRODUCT PAGE & CATALOGUE

In designing the product page, our focus was on providing comprehensive yet easily digestible information to users. We structured the page to prominently showcase product highlights, essential specifications, and visual representations of the flooring options. Clear and engaging visuals, including high-resolution images and interactive elements, were incorporated to give users an accurate depiction of the product.

In enhancing the product page, we integrated essential elements to provide a comprehensive and informative user experience. Color variation shots were strategically included to showcase the flooring options in various hues and shades. This allowed users to visualize how each color might fit into their spaces, catering to diverse aesthetic preferences. We also incorporated room scenes, displaying the flooring in real-life environments to help users envision the product in different settings, promoting confidence in their choices.

FINAL PROTOTYPE

The link given below directs you to our website, presently in the initial stages of development.

https://hfdesignllc.com/

SHOP