Placing consumers at the heart of a multi-market re-design

Karndean Designflooring is an international market leading hard flooring supplier of LVT flooring across North America, UK, Europe and Australia.

As part of our long-standing partnership, we worked with Karndean’s global team to re-design their multi-market, multi-brand web estate on the Optimizely DXP.

For full-scale redesigns, we take a strategic, evidence-based approach – leveraging research and data to reduce assumptions and guide decision-making.

During discovery, we analysed site performance and consulted stakeholders to clarify the outcomes they were aiming to achieve for both consumers and internal teams across marketing, CRM, and customer support.

To gain a deeper understanding of Karndean’s audiences, we conducted extensive user research across the UK, USA, and Australia. This provided rich insight into how consumers search for and evaluate flooring online and helped reveal areas where the current experience no longer aligned with modern expectations. User interviews and usability testing confirmed that the existing B2C and B2B experiences needed to evolve to remain competitive and showcase the true value of the Karndean brand.

Our research helped shape the scope of the redesign by removing internal guesswork and providing evidence to guide stakeholders. This enabled clearer and faster decision making throughout the project lifecycle.

Across Karndean’s B2C sites, we redesigned key user journeys, improved search and navigation and refined product taxonomy. We also scoped and designed a new product finder tool to further support consumers in narrowing down flooring options.

For B2B audiences – such as architects, interior designers and tradespeople – we designed a more targeted experience that makes it faster and easier to find commercial flooring solutions and access technical documentation relevant to various project phases.

As part of our user-centred design process, we created clickable wireframes and interactive prototypes to test revised user journeys and content design enhancements. Through usability testing sessions, we evaluated how well these changes met consumer needs and expectations. This iterative approach enabled us to refine designs based on real user feedback and gave stakeholders the confidence that our proposed changes would deliver measurable value prior to development.

We also translated Karndean’s offline brand into an accessible front-end design system. This system now acts as a single source of truth for Karndean’s B2C and B2B regional teams and ensures all websites remain consistent, accessible and on-brand. In addition, we provided content design consultancy to regional marketing teams to help improve product content for conversion.

Our development team were able to fully integrate and implement this multi-market re-design within Karndean's existing Optimizely CMS. This was undertaken through careful planning and phased feature rich sprints that allowed systematic changes to be applied across our B2C and B2B builds.

We also engineered a product importer/exporter tool that connects with Karndean’s internal systems, allowing centralised product management – streamlining internal workflows and improving catalogue consistency.

Finally, we developed new standalone features to improve the consumer experience. This included a new product finder tool to allow consumers to quickly narrow down flooring options which is managed via the CMS and accommodates subtle regional differences. We also migrated data from several third-party legacy tools and developed a new "Find a Retailer" system from the ground up that acts as the single source of truth for each region to manage and present their approved partner retailers on their websites.