Signature Floors

Revamping the customer journey

This project involved redesigning the website of Signature Floors, a flooring distributor in Australia and New Zealand with its headquarter in Melbourne.

The company has two departments:
– The residential department catered to the needs of end consumers, people looking for flooring ideas to build or refurbish their house floor.
– The commercial department was more focused on acknowledging the needs of architects searching for products for their projects.

This was a unique project, as I had to study two different target audiences and then create an outlook adhering to each category.

I designed a simple and easy-to-use website. My goal was to ensure that the webpage provides valuable information and inspiration to the visitors.

I conducted a SWOT analysis to analyze the website’s overall effectiveness and gauge our strengths and weaknesses. In addition, I performed an industry analysis to identify the benchmark and determine trends and best practices.

Key Achievements

I delivered a website that achieved:

  • 21% increase in time spent on the website
  • -32% drop off from the landing page
  • +23% inquiries from the website
  • +57% positive feedback on the user experience
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