Anderson|Tuftex (Shaw Flooring)

MY ROLE: Experience team lead, Client liaison

SERVICES: Discovery, Strategy, Journey Mapping, Persona Development, User Experience Design, Visual Design, User Research, User Testing, CMS Integration & Development, Content Strategy, Copyrwriting, Analytics Migration

Anderson|Tuftex Floors was combining two of its premier brands, Anderson Floors and Tuftex Carpet into a single brand, Anderson|Tuftex and we were tasked with developing a website that provided a single, unified brand experience. The website would serve as the introduction to the brand for channel partners and homeowners at the industry’s largest trade show, Surfaces.

The new Anderson|Tuftex brand was positioned as a premium, stand-alone brand that offers both hardwood flooring and carpet product lines – an industry first. Differentiated by quality and hand-crafted detail, the website needed not only to launch the new brand, but reflect the premium, design-forward nature of the product.

I led an integrated team for Experience Development, starting with a 2-day, on-site Discovery session. I worked directly with the client on agenda, activity focus and participants to ensure we gathered the right up front information that would allow us to start thinking of how we could create the brand’s new tone, voice and position while providing an elegant customer experience.

Following Discovery, my team was able to visit multiple facilities and we collaboratively, and iteratively, worked through key deliverables with the client including content strategy, UX strategy, and overall experience development.

The site launched in a synchronized effort with the sales team at the Surfaces trade show. With mobile responsive functionality across all screen sizes, the site featured easy sample ordering, pricing calculators, a style suggestion engine, and retail locator for left-brain decision making paired with an upscale, elegant design and photography to excite and inspire the right brain.

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