CurranFloor

Elevating a luxury rug experience to simplify decisions and drive engagement

Lead Designer | Web | E-commerce, style guide, rug builder

What makes this project unique?

  • Hired on to a 4 month contract, defined my own SOW, and earned a 4 month extension
  • 17 employee company
  • Redesigned CurranFloor’s digital experience & brand style guide
  • Created the Rug Builder & Design Studio for fully customizable orders, informed by client conversations, user research, and stakeholder workshops. Defined a cohesive style guide to unify and scale the experience

Problem

  • Too many paths to get users to the same place
  • Clunky UI
  • Need to call customer service to customize orders
  • Ordering swatches functionality is hidden
  • Cluttered Global Nav and Information Architecture
  • No filtering or search functionality

Solution

  • Restructure Information Architecture
  • Create Rug Builder to enable digital customization
  • Clarify entry points for swatches and promotions
  • Create filter and search functionality through Design Studio and uniform Category Pages
  • Create style guide
  • Redesign homepage to lead customers
Final AR screens - phone

Explore selected phone with AR

Outcomes

  • Defined an MVP “Browsing Experience” and a future-facing “Shopping Experience” roadmap
  • Validated key features like hand-fit visualization, device interaction, and guided onboarding
  • Established a cross-functional workflow for AR design + development collaboration

Learnings

  • Strong ideas need ruthless prioritization to stay usable in emerging tech
  • Designing for AR moves fast and needs daily collaboration with development
  • How to navigate vendor collaboration and SOW constraints
  • Adhoc usability testing in the office is a great way to get traction for your product
Final AR screens - watch

Explore selected watch with AR

Discover

What I did

  • Synthesized prior research, interviews, and concepts into a centralized FigJam workspace
  • Conducted additional user interviews to understand confidence gaps in online shopping
  • Built personas and journey insights focused on hesitation and trust
  • Performed competitive analysis across AR and e-commerce experiences (Ikea, Warby Parker...)

Key insights

  • Users preferred online shopping but wanted to understand scale, feel, and interaction in a way that mimics in-store confidence.
  • Users who preferred in-store purchasing were skeptical.
Workpages of interview & competitors notes

Interviews & competitors

Workpages of iaffinity mapping

Affinity mapping interviews

Define

Stakeholder alignment

Led a design workshop with cross-functional partners

  • Prioritized features using an impact vs. effort framework
  • Aligned on iteration phases (MVP → future roadmap)
  • Identified assumptions and defined “How might we” opportunities
Workpage of stakeholder workshop. includes effort vs effect graph, wireframing, and how might we's

Stakeholder workshop

workpage of feature prioritization

Feature prioritization

3 tiers of features

MVP (Browsing Experience)

  • View phone in hand
  • Flip device
  • Basic onboarding

Iteration 2

  • Color selection
  • Feature highlights
  • Snapshot & share

Future (Shopping Experience)

  • Compare devices
  • Switch products
  • Add to cart
User flow chart

User flow

Key decision

Separated the experience into

  • Browsing (low friction, exploratory)
  • Shopping (higher complexity, transactional)

Design

Approach

  • Designed flows and prototypes in Figma, later adapting to Photoshop for AR dev collaboration
  • Created end-to-end user flows including entry points from e-commerce
  • Iterated through multiple rounds of usability testing
Color selection options

Color selection

flip feature

Flip

Feature highlights

Feature highlights

tutorial feature

Tutorial

Key decisions

Interaction Patterns

  • Designed intuitive gestures for:
    • Rotating and flipping devices
    • Exploring features
  • Tested different models for color selection (tap vs. drag)

Onboarding & Tutorial

  • Explored multiple triggers (auto-launch vs. user-initiated)
  • Balanced guidance vs. interruption

Feature Prioritization

  • Cut “Add to Cart” from MVP due to complexity vs. value tradeoff
  • Focused on confidence-building interactions first

Accessibility Considerations

  • Explored left-handed support (“switch hands”)
  • Advocated for legibility and contrast improvements

MVP Browsing experience

ruler feature

UI option 1 | Ruler feature pictured

screenshot feature

UI option 2 | Share feature pictured

color selection options

Color selection options

feature highlights

UI option 2 | Share feature pictured

Roadmapped shopping experience

Roadmapped shopping experience

Color options | Bottom UI addition - ability to scroll through phones in AR feature

Delivery

What I delivered

  • High-fidelity UI adapted for AR constraints
  • Interaction specs and iterative design updates
  • Support in feedback loop & QA between design, stakeholders, and developers

Final refinements

  • Simplified UI for clarity in AR environment
  • Adjusted interaction models based on feasibility
  • Roadmap for shopping experience & Fun Mode