CurranFloor
Elevating a luxury rug experience to simplify decisions and drive engagement
Curran LLC | 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
Despite having e-commerce functionality, Curran’s website functioned like a static catalog that clients read off of when calling in to place their order. Curran’s products’ real value was in customization and clients could not customize online.
Users were forced to navigate a complex product space with no clear mental model causing a high drop-off after initial browsing due to decision fatigue.
Solution
- Restructure Information Architecture and find most intuitive user flow for each customer scenario
- Redesign Rug Builder to simplify and meet customer needs.
- Create clear CTAs for swatches and promotions to direct customers to quick transactions
- Create filter and search features within Design Studio and uniform Category Pages
- Create widgets, clear CTAS, and informative icons to boost homepage functionality
- Create footer
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
- Conducted client interviews and observational exercises
- Audited existing IA, analytics, and drop-off points
- Mapped current vs. desired decision journeys
Discover
What I did
- Led UXR and met with client for interviews and observational exercises
- Audited existing IA, analytics, and drop-off points
- Mapped current vs. desired decision journeys
- Narrowed stakeholder priorities
Key insights
Users were struggling to understand what was possible, and complete orders digitally without assistance.
The problem was legibility of the system, not overwelming choices.
Define
What I did
- Established IA and shop categories
- Distilled personas
- Prioritized features
Key decision
- Weaves need more discoverable with more information
- Styles of installation need their own landing page and more in depth education
- Users need to be guided into customization
- Swatches need to be upfront - free step that leads to customer trust and purchase
Features
- Design Studio (category + discovery hub)
- Rug Builder (interactive customization tool)
- SEO landing pages (education + acquisition layer)
- Sample (swatch) ordering
- Homepage design studio entry point
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
Deliver
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
- Partnered closely with development through build + QA
- Monitored Google Analytics dashboard
- Iterated on edge cases and interaction details post-launch
CurranFloor
Elevating a luxury rug experience to simplify decisions and drive engagement
Curran LLC | 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
Despite having e-commerce functionality, Curran’s website functioned like a static catalog that clients read off of when calling in to place their order. Curran’s products’ real value was in customization and clients could not customize online.
Users were forced to navigate a complex product space with no clear mental model causing a high drop-off after initial browsing due to decision fatigue.
Solution
- Restructure Information Architecture and find most intuitive user flow for each customer scenario
- Redesign Rug Builder to simplify and meet customer needs.
- Create clear CTAs for swatches and promotions to direct customers to quick transactions
- Create filter and search features within Design Studio and uniform Category Pages
- Create widgets, clear CTAS, and informative icons to boost homepage functionality
- Create footer
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
- Conducted client interviews and observational exercises
- Audited existing IA, analytics, and drop-off points
- Mapped current vs. desired decision journeys
Mobile Rug Builder
- Customize Rug
Specifications
Care
Installation
Shipping
Mobile Design
Studio
Discover
What I did
- Led UXR and met with client for interviews and observational exercises
- Audited existing IA, analytics, and drop-off points
- Mapped current vs. desired decision journeys
- Narrowed stakeholder priorities
Key insights
Users were struggling to understand what was possible, and complete orders digitally without assistance.
The problem was legibility of the system, not overwelming choices.
Client interviews and card sorting
Define
What I did
- Established IA and shop categories
- Distilled personas
- Prioritized features
Key decision
- Weaves need more discoverable with more information
- Styles of installation need their own landing page and more in depth education
- Users need to be guided into customization
- Swatches need to be upfront - free step that leads to customer trust and purchase
Audit | Sitemap before
Feature prioritization
New IA | Sitemap after
Personas
Features
- Design Studio (category + discovery hub)
- Rug Builder (interactive customization tool)
- SEO landing pages (education + acquisition layer)
- Sample (swatch) ordering
- Homepage design studio entry point
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
Key decisions
- Introduced progressive disclosure to reduce overwhelm in customization
- Created a unified taxonomy across all entry points
- Designed the Rug Builder as both a tool and a learning interface
Mobile Rug Builder V1
Deliver
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
- Partnered closely with development through build + QA
- Monitored Google Analytics dashboard
- Iterated on edge cases and interaction details post-launch
CurranFloor
Elevating a luxury rug experience to simplify decisions and drive engagement
Curran LLC | Lead Designer | Web | E-commerce, style guide, rug builder
Web Design Studio
Web Rug Builder
- Customize Rug
- Customize Rug
- Customize Rug
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
Despite having e-commerce functionality, Curran’s website functioned like a static catalog that clients read off of when calling in to place their order. Curran’s products’ real value was in customization and clients could not customize online.
Users were forced to navigate a complex product space with no clear mental model causing a high drop-off after initial browsing due to decision fatigue.
Solution
- Restructure Information Architecture and find most intuitive user flow for each customer scenario
- Redesign Rug Builder to simplify and meet customer needs.
- Create clear CTAs for swatches and promotions to direct customers to quick transactions
- Create filter and search features within Design Studio and uniform Category Pages
- Create widgets, clear CTAS, and informative icons to boost homepage functionality
- Create footer
Outcomes
- ↓ 30% decrease in bounce rate after homepage
- ↑ 45% increase in online sales
- Established a scalable foundation for future digital product expansion
- More importantly: shifted the site from catalog → decision-making system
Learnings
- Conducted client interviews and observational exercises
- Audited existing IA, analytics, and drop-off points
- Mapped current vs. desired decision journeys
Web Rug Builder
- Customize Rug
- Customize Rug
- Customize Rug
Mobile Rug Builder
- Customize Rug
Specifications
Care
Installation
Shipping
Web Design Studio
Mobile Design
Studio
Discover
What I did
- Led UXR and met with client for interviews and observational exercises
- Audited existing IA, analytics, and drop-off points
- Mapped current vs. desired decision journeys
- Facilitated stakeholder workshops and narrowed priorities
Key insights
Users were struggling to understand what was possible, and complete orders digitally without assistance.
The problem was legibility of the system, not overwhelming choices.
Original proposal
Client interviews and card sorting
Define
What I did
- Established IA and shop categories
- Distilled personas
- Prioritized features
Key decision
- Weaves need more discoverable with more information
- Styles of installation need their own landing page and more in depth education
- Users need to be guided into customization
- Swatches need to be upfront - free step that leads to customer trust and purchase
Audit | Sitemap before
Feature prioritization | Impact vs. effort
New IA | Sitemap after
Personas | The Architect, The Consumer, and The Designer
Features
- Design Studio (category + discovery hub)
- Rug Builder (interactive customization tool)
- SEO landing pages (education + acquisition layer)
- Sample (swatch) ordering
- Homepage design studio entry point
Design
Approach
Designed a modular, system-driven experience that could scale:
- Built reusable UI patterns for product presentation and configuration
- Established a visual language grounded in materiality + hierarchy
- Balanced inspiration (editorial) with function (tools)
Key decisions
- Introduced progressive disclosure to reduce overwhelm in customization
- Created a unified taxonomy across all entry points
- Designed the Rug Builder as both a tool and a learning interface
Mobile Rug Builder V1
Deliver
What I delivered
- Final end to end flows for design studio, rug builder, and landing pages
- Roadmap for swatch ordering and homepage studio
- Visual style guide
Final refinements
- Partnered closely with development through build + QA
- Monitored Google Analytics dashboard
- Iterated on edge cases and interaction details post-launch