Armstrong Flooring · Commercial
A stronger starting point for commercial flooring.
I redesigned Armstrong Commercial’s homepage and initial navigation so professionals could browse by project setting, see finished installations, and find featured collections.
Start with the homepage and navigation.
The old homepage offered few starting points for product exploration and limited room to feature collections. I led the homepage redesign and initial navigation updates, with information architecture, page design, content direction, developer handoff, and launch review under one lead.
The homepage established feature layouts that the team could reuse as collections and marketing priorities changed.
Product navigation and a prominent room image introduce the commercial flooring offer. Segment-based exploration follows below.
Add browsing by project setting.
A professional may know the project setting before choosing a flooring type. I introduced Explore by Segment alongside product-category browsing, with destinations for hospitality, education, healthcare, workplace, retail, and multifamily projects.
Explore by Segment appears below the homepage introduction.
Show flooring in finished commercial spaces.
I gave installation photography more space on the homepage. Professionals can see the flooring in a completed environment before moving into product exploration.
Project photography shows flooring in finished commercial spaces.
Reuse feature blocks as priorities change.
The feature layouts accommodate collection stories, installation products, and resources without requiring a new page design for each promotion.
Different content needs share a consistent layout: installation products, Made in the USA, Floor Expert, Studio A, and Diamond 10 Technology.
Alternating room imagery and product information create space for featured ranges while keeping the browsing pattern consistent.
Extend the work into product pages.
The homepage and initial navigation updates are live. The product section and expanded navigation are the next phase.