Brief
Redesign a complex Shopify website to transform the shopping experience into a clearer, more guided, and more performance-driven journey.
Flordeco needed a redesign that could better support the reality of its business model: flooring products, technical product information, complementary services, a network of franchised merchants, and multiple levels of autonomy between the online store and physical points of sale. The mandate was therefore not only to modernize the interface, but to rethink the site’s overall structure in order to create an experience that was clearer, more transactional, and better aligned with real user behaviours.
Goals
The objective was to create a Shopify platform capable of supporting multiple types of journeys: users looking for inspiration, users comparing materials, users who already know what they need, users who want to purchase directly online, and users who need to submit a quote request. The redesign therefore needed to clarify the offer, reduce friction points, better showcase services, and create a more natural continuity between product discovery, quantity calculation, add-to-cart, support requests, and in-store visits.
Tools and partners
Complexity and challenge
Selling flooring online means selling a project decision, not just a product.
Flooring is a particularly complex product to sell online because it requires a high level of visualization, technical understanding, and validation before purchase. Unlike a simpler e-commerce product, users often need to imagine how it will look in their space, compare finishes, understand use cases, calculate the required surface area, anticipate installation constraints, and sometimes validate their choice with an expert. The site therefore had to make an abstract product feel more concrete, while avoiding overwhelming the experience with too much technical information too early in the journey.
The complexity also came from Flordeco’s commercial structure. Its network of franchised merchants involves multiple local realities, variable services, and an important relationship between the transactional website and physical stores. On top of that, the platform had to support two distinct conversion paths: some products could be purchased directly online, while others required a quote request with a surface area calculation. The challenge was therefore to design an experience where direct purchase, quote requests, expert support, and complementary services could coexist without creating confusion in the user journey.
Approach
Start from users’ needs, language, and intent rather than the company’s internal logic.
Our approach combined UX strategy, CRO logic, and e-commerce thinking to reposition the website as a decision-support tool. The first step was to rethink the full information architecture, moving away from a structure based on the company’s internal logic toward one built around real user intent. In a context like Flordeco’s, the way a company categorizes its products does not always match the way customers search, compare, or express their needs.
We therefore analyzed the different navigation scenarios: exploring by flooring type, shopping by room or project, understanding services, finding a merchant, comparing options, purchasing directly, or requesting a quote. This reading of the user journeys allowed us to prioritize information based on its role in the decision-making process: guiding, reassuring, educating, filtering, comparing, converting, or directing users toward support. The goal was to create an experience that does not rely solely on the user’s prior knowledge, but helps them move forward even when they do not yet master the product vocabulary.
Solution
Create a Shopify platform that simplifies complexity without diminishing the richness of the offer.
The digital solution was designed as a guided e-commerce platform, capable of supporting the richness of Flordeco’s offer without turning the experience into a difficult-to-navigate catalogue. Rather than reducing complexity by removing information, we focused on sequencing it more effectively: presenting the right elements at the right time, based on the user’s level of engagement and understanding.
The homepage was rethought as a strategic orientation point. For a website like Flordeco’s, the homepage cannot simply introduce the brand or promote products. It needs to quickly help users understand where to start, especially when their needs are still unclear. The structure therefore highlights the main journey entry points: shopping products, discovering flooring types, exploring services, finding a merchant, or getting support for a project.
The new navigation also helps clarify the relationship between the website and the physical store network. It makes the paths to purchase, quote requests, services, and contact points more visible, while reducing the cognitive effort required to find one’s way. The goal was to create a clearer, more useful, and more action-oriented first impression, allowing users to quickly identify the path that matches their level of readiness.
Results
A Shopify experience that makes a complex journey more accessible, more concrete, and easier to convert.
The redesign allows Flordeco to better translate the complexity of its offer into a clearer, more structured, and more user-oriented digital experience. The website no longer simply presents products: it supports projects. By rethinking the information architecture, navigation, collection pages, product pages, calculators, and cart, the experience becomes more aligned with the reality of purchasing flooring.
The result is a more strategic Shopify platform, capable of supporting multiple journeys without putting them in conflict: direct purchase, quote request, merchant search, service add-ons, and in-store support. The redesign creates a stronger foundation to improve conversion, strengthen understanding of the offer, and make the experience more accessible for users with very different needs, vocabularies, and levels of expertise.
“Renewing our partnership with Maze allows us to continue structuring our digital growth with a clear and measurable approach. This strategic support helps us prioritize the right actions and develop our platform consistently.”
Flordeco
