UK Flooring Direct

Project Title

Overview

Project Goal: Create a physical catalogue for customers, who want to browse and be inspired offline.

Role: Designer

Timeline: 1 Week

Tools & Methods:

Adobe InDesign • Adobe Photoshop • Microsoft Excel • XMPie
InDesign for Document Setting and Catalogue Design • Photoshop for any Photography Retouching or Graphics to be made • Excel and XMPie to Data merge product images and information to the catalogue template.
(Brief explanation of tools and methods used.)

Problem Statement

What problem were you trying to solve?

Encourage and inspire customers offline with a quarterly 'Find your floor' catalogue

Why was this problem significant for the client or target audience?

The current audience was only able to be encouraged or inspired to purchase online but didn't offer any inspiration or a holistic overview of what products may be of benefit or suit their room.

Research

Market Research

Objective: Understand who the decision maker was for purchasing and what drove them to purchase.

Methodology: The Methods used to gather insights, consisted of surveys, sales questionnaires and social media polls.

Insights:

67% of the decision makers are female - even if the purchaser was male.
41% of customers wanted to be inspired to choose a floor.
36% of customers didn't know what floor type was recommend for different types of room.

Product Audit (SWOT Analysis)

Strengths: Key strengths of the project physical product reflecting the online catalogue.
Weaknesses: May fall behind with online catalogue if collections are not updated simultaneously.
Opportunities: Potential opportunities include inserting catalogue into every wood sample box to customers, as well as handing to tradesmen who in turn help customers decide.
Threats: Challenges are keeping the online and offline catalogue releases synced so that neither offering is out of date.

Ideation

The key themes we wanted to focus on from our insights consisted of inspiring people with different types flooring with professional room images of specific flooring per category of flooring.

The main concept for the layout was for the viewer to be able to see all floor samples in a snapshot view that showed from a glance what the features and benefits of each flooring had. We used iconography and a legend/key system.

Design

Product Design

Colour Psychology: Within the catalogue we colour coded each type of flooring. (Engineered wood = Red | Solid wood = Black | Laminate = Green etc )
Structure: Two structural design decisions had been made, the size of the catalogue was the same size as the sample pieces customers would receive and the second structure benefit was that by colour coding the types of flooring we were then able to add colour tabs to the edge of the pages to signify what category the customer is currently viewing.
Material Choices: We used a heavier stock silk matte paper for the outer and a lighter stock paper for the inners. We had the catalogue perfect bound as this project had a larger page count and benefitted from minimal offset of pages.

Visual Identity

Color Palette:

Typography: Typography followed the UKFD brand - Montserrat is the font use for the brand.

Collateral

Implementation & Testing

Implementation

Launch Strategy: Launch strategy was simple use the magazine as a lost leader to influence, empower and inspire customers to purchase, every free flooring sample box now had the catalogue inside.
Engagement Tracking: Implemented discount codes for b2c customers as well as b2b customs for the catalogue.

Outcome

Results

Uplift in sales of flooring displayed in room settings, showcased within the brochure.
Customers utilising the brochure in-store and in some cases using it to plan flooring for rooms in their future projects.

Impact

The product catalogue became a part of the customers overall shopping journey with UK Flooring Direct, and additionally became a great aid for tradesmen that use UK Flooring Direct for flooring when working on client jobs.

Reflection

What went well?

I believe what went well was the use of data merging of the product catalogue - I believe at the time there was approximately over 350+ lines of stock with there own unique features, benefits, information and pictures.

What could be improved?

With more time available, We could have inserted QR codes for direct access from phones to ordering from the offline to online catalogue - making a more seamless shopping experience for the customer.

How did this project contribute to your growth?

The biggest contributor to my growth is understanding the needs of two very different customer journeys whether thats for a public customer or a trades person. my now new understanding of how we can shape peoples habits or in this case shopping journeys.