Floor Go — a multi-brand online store for flooring
An online store with a catalog of 2,200+ flooring models: laminate, parquet, cork, carpet, tile, porcelain stoneware and mosaic. A mobile-first approach and an unconventional layout.
About the project
Floor Go is a multi-brand online store for flooring with a range of more than 2,200 models and over 70 color options. The catalog covers every major category: laminate, parquet, cork, carpet, tile, porcelain stoneware and mosaic. The goal of the project was to create a convenient, fast tool for choosing flooring for both private buyers and professional builders.
We chose a mobile-first approach, which in 2017 was a deliberate decision ahead of the mass shift of users to mobile devices. The design was built for mobile screens first and then scaled up to tablets and desktop. This ensured a flawless experience on smartphones, where a significant share of building-materials purchases take place.
The unconventional layout became Floor Go’s visual signature. Instead of a standard grid of product cards, we used asymmetric compositions, large texture photos and minimal secondary content. The user sees what matters most — the flooring in a realistic view — and can quickly move on to detailed specifications and checkout.
The extensive model range called for a well-designed filtering system. Filters are organized by the parameters that matter most to shoppers: flooring type, color, price range, brand, thickness and wear-resistance class. Visual color previews let shoppers judge a shade without opening the product page.
Project card
- Client
- Floor Go
- Year
- 2017
- Website
- floorgo.ru
- Industry
- Building materials / E-commerce
- Services
- Portal, Design, Interactive, Development
Visuals
Key solutions
The key technical and design solutions delivered in the Floor Go project
Mobile-first design
Designed starting from the mobile version — buttons, filters and navigation are optimized for touch. Lazy loading of images saves data. The desktop version adds capabilities, but the mobile version is fully self-sufficient.
Unconventional layout
Asymmetric compositions with large texture photos instead of a standard grid of product cards. The focus is on the product, with secondary content kept to a minimum. It visually sets Floor Go apart from its competitors.
Smart filtering
Filters by type, color with visual previews, brand, price, thickness and wear-resistance class. Instant response without reloading. The filter state is saved in the URL, so selections can be shared.
Extensive catalog
2,200+ models across seven flooring categories. Detailed specifications, texture photos and availability information. Offers from different manufacturers compared in a single interface.
User scenarios
The interface is designed for two types of buyers with different behavior patterns
How it works
Floor Go’s technical foundation was built with a focus on speed when working with a large catalog. More than 2,200 products with high-resolution photos require optimized loading and caching. Lazy image loading, adaptive formats and server-side caching keep the catalog fast even on mobile devices with a slow connection.
Filtering runs on the client side for an instant response: when parameters change, results update without reloading the page. The filter state is saved in the address bar, so users can share links to specific selections and use browser navigation to return to previous settings.
Implementation details
Catalog architecture
A two-level hierarchy: category → products. Filters and sorting at the category level. The product page includes a gallery, specifications, the brand and a quantity calculator by floor area.
Color visualization
70+ color options with previews that accurately convey the shade. Colors can be judged right in the catalog. The product page features an enlarged texture photo for examining the surface.
Minimal content
Texture photos, color swatches and key specifications come first. Descriptions and delivery terms are available on demand without cluttering the interface.
Multi-brand platform
Products from many manufacturers in a single interface. Comparison by price, specifications and appearance. A neutral interface with no preference for any brand.
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