Floorigami by Shaw Floors

Revolutionizing DIY flooring from overwhelming grudge purchase to joyful room transformation.

Year
2019

Client
Shaw Industries Group, Inc.

The Challenge

Wall-to-wall flooring is a nightmare. Consumers (renters, new homeowners, junior DIYers) dream of stylish floors but face:

  • Overwhelming choice: Endless options, no curation

  • Installation hell: Demos, pros, mess, “one-day” promises.

Shaw’s ask: Shift from commodity flooring products sold at home goods stores to a direct-to-consumer flooring experience that is simple, exciting and doable today.

My Role

Core IDEO Design Team Member. Led ideation, strategy and MVE design for Shaw Floors’ peel-and-stick carpet plank system.

Process: 13-week sprint blending ethnography, prototyping, venture design and live market testing at trade shows and in-store demos.

The Results & Impact

Product Launched in 2019

  • Direct-to-Consumer eCom Site (2020): Shaw Floors’ first DTC product line and industry-first, interactive eCom site. (source)

  • Sales: Nationwide via Lowe’s and 100s of retailers, Amazon bestsellers.

  • Business Win: From idea to millions of square feet sold.