Evolving Armstrong Commercial

I led the first phase of a broader redesign of Armstrong Flooring Commercial, starting with the homepage and navigation.The goal was to simplify how customers move through the site, give products and key resources more focus, and establish a direction we could build on as the rest of the experience evolves.

Starting with the right problems

Armstrong Commercial serves architects, designers, contractors, and flooring professionals, all coming to the site with different needs.A lot was competing for attention on the homepage, and the navigation had to support a deep mix of products, resources, inspiration, and tools.Rather than trying to solve the entire site at once, I led a phased approach starting with the places that have the biggest impact on how people enter and move through the experience: the homepage and navigation.

ROLE

Project Lead · Web Experience Manager

FOCUS

Strategy · UX · Information Architecture · Design · Development · QA

LIVE SITE

armstrongflooring.com/commercial/

OUTCOME

A clearer, more focused homepage and navigation that make it easier to explore Armstrong Commercial and establish a foundation for the next phases of the site.

CREATING MORE FOCUS

Putting products at the center

The old homepage tried to do too much at once. I simplified the hierarchy and gave the product portfolio a much stronger role in the experience, creating clearer paths into categories, collections, and the spaces they’re designed for.It gave customers a more useful starting point while making the homepage feel focused, intentional, and easier to move through.

EVOLVING THE BRAND EXPERIENCE

A more confident visual direction

The existing site felt dated and fragmented, and no longer reflected the strength of the Armstrong Commercial brand.

I introduced a more editorial, product-led direction built around stronger imagery, clearer hierarchy, intentional use of space, and a more cohesive visual system. The new experience gives the brand more presence, brings products and applications to the forefront, and creates a foundation we can carry across the site as it evolves.