UI/UX Design Case Study

FLRHUB

FLRHUB is a business that sells flooring B2B and B2C. In order to expand their business, they wanted to create an online marketplace as well as a suite of online tools to attract flooring installers into their ecosystem. I took over the project after the business owners parted ways with KWP+Partners who did the preliminary designs and user flows that were eventually reworked.

Key User Journey Observations

Due to FLRHUB’s business model, this project had a number of key points that differentiated it from other simpler e-commerce projects. The main observations made about how the process differed from a standard E-Commerce user journey were:

The process in which flooring installation specialist make purchases is highly industry specific. Quotes for product can occur months or, in the case of larger development projects, even years before the product needs to be shipped.
Whether the product needs to be shipped is often contingent on whether the quote for the flooring installation is accepted by the client.
It is possible that flooring installation specialist will make multiple quotes with different products to submit to a prospective client and then only complete the purchase for the accepted bid.
In the B2B platform, prices are dynamic based on the Australian state that the user lives in.
For the delivery of the product, additional information is required. Oftentimes, the products being delivered are much heavier than what a person can feasibly carry alone so it necessary to collect information concerning access to the project site.
Most flooring products are sold in boxes which are fixed quantities. The amount of flooring required is often calculated using special estimation services that process floorplans into quantities in meter squared. Installers will often factor in wastage when selecting flooring products.
Aside from boxes, flooring products can also come in rolls and tiles which also have additional considerations made by the customer when deciding to pursue a purchase.
Oftentimes, the quantities initially quoted for an order can change based on whether additional information was received.
FLRHUB also has a B2C e-commerce platform. Non-industry customers would often approach purchasing flooring like a regular customer without making the extra considerations that a professional would.

Redesigning the product

The project was initially started by KWP+Partners before the client moved to my development firm due to dissatisfaction with the work being delivered. The main issue with the previous work mostly stemmed from a mismatch between the business goals of FLRHUB and the state of the delivered work. Broadly speaking, the previous design approached FLRHUB like a regular E-commerce site which naturally caused issues. In order to more align FLRHUB with it’s business goals, I proposed some new key features after in-depth discussions with the founders of FLRHUB:

For B2B users, I suggested creating a projects tab.

Work Delivered

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Conclusion