Anderson Tuftex

Transforming a premium flooring brand through user research, analytics, and a scalable design system.

ROLE

Lead UX/UI Designer

TIMEFRAME

8 Months

COMPANY

Anderson Tuftex,
a Shaw Industries brand

SERVICES

Website
UX Research
Design System
Branding

Overview

Anderson Tuftex, a premium flooring brand, sought to elevate their digital presence to reflect their commitment to environmental stewardship and luxury design. As the industry evolves toward mindful consumption, Anderson Tuftex envisioned a digital transformation that would not only showcase their curated collections but also establish a trade strategy, opening their services to design professionals seeking flooring made from sustainably sourced materials.

Anderson Tuftex approached us with this vision and tasked us to create a new bespoke e-commerce website showcasing their designer flooring products that seamlessly integrates usability with their refined aesthetics. 

Navigating a New Process

The Anderson Tuftex website redesign marked our first implementation of the new Enterprise Design System (EDS). Our team tailored a luxury digital experience for eco-conscious consumers while simultaneously establishing the processes that would become our standard for all other brands.

Working closely with Digital Strategy, SEO/Analytics, and Development teams, I created comprehensive design deliverables—from sitemap to high-fidelity mockups—that successfully translated the outdated Anderson Tuftex website into an elegant, user-focused experience.

Capturing Brand Essence

We began by understanding business goals and user needs for the Anderson Tuftex website redesign. Interviews with 10 stakeholders and 20 users revealed consistent themes: both wanted a digital experience defined by beauty and luxury with dramatic visual impact, and its impact on the planet.

Stakeholders identified sustainability as Anderson Tuftex's key differentiator in the premium flooring market, emphasizing that this environmental narrative should be subtly integrated throughout the experience to maintain an effortless tone. Additionally, they expressed interest in developing a trade program for professional customers. Meanwhile, users—including interior designers and design enthusiasts—desired a bold brand that demonstrates industry leadership through inspiring design trends and commitment to creating healthy home products.

"There's an opportunity with AT to be more fashion forward...We need to not be so safe in our designs and marketing language."

– Interior Designer (User)

"We internally call ourselves a luxury brand, yet externally, we hesitate. We need to align these perceptions." 

– Head of Marketing (Stakeholder)

A word cloud of how stakeholders and users described the new Anderson Tuftex branding.

Painting the User Persona

To better understand Anderson Tuftex's target audience, I developed a research-driven persona that synthesized stakeholder insights, behavioral analytics, and brand research into a shared vision of the ideal customer.

Olivia Sinclair represents the modern luxury consumer—an experienced interior designer who values timeless aesthetics, sustainability, and thoughtful craftsmanship. She researches extensively before making purchasing decisions and expects a premium digital experience that balances inspiration with transparent product information. Her needs, motivations, and frustrations shaped key UX decisions around content hierarchy, product discovery, and storytelling throughout the redesign.

User persona created from user interview data.

Transforming Brand Perception

I conducted a UX/UI audit to evaluate how well the existing experience reflected Anderson Tuftex's premium brand. The audit uncovered accessibility issues, inconsistent spacing, weak visual hierarchy, and typography that prioritized aesthetics over readability. Product imagery also lacked the scale needed to showcase the craftsmanship and texture of the flooring.

Together, these issues diminished both usability and the brand's luxury positioning. The redesign focused on elevating typography, photography, layout, and accessibility to create an experience that matched the quality of the products themselves.

Homepage redesigned to fix inaccessible text over imagery by using a dark overlay and increased headline weight.

Carpet Product Detail Page redesigned to be an all-in-one carpet, rugs and stairs product page with large, crisp imagery, carousel arrows for easy navigation, and to have better use of above the fold real estate to include clear price, colorway, sample quantity selector, product locator, romance copy and features and specifications. 

Carpet Product Shelf Page redesigned with exposed filters featuring the top three most used filters based on analytics – color, texture and fiber – to reduce UI clutter and allow more products to show on screen. 

Crafting Luxury with Constraints

Our main constraint was creating a distinctive luxury brand experience while adhering to Shaw Industries' white label design system. This was particularly hard to accomplish, since Anderson Tuftex was the only brand under the Shaw portfolio that fell under the premium status and required a unique visual strategy that resonated with their designer consumers. 

Additionally, operational complexities further limited what the website redesign could accomplish. The white label design system was being implemented concurrently with the Anderson Tuftex redesign effort, creating inevitable friction. As design system guidelines evolved alongside our work, we navigated the balance of defining Anderson Tuftex's unique requirements while building within a shifting framework. 

Shaw's white label design system PDP above the fold.

Anderson Tuftex's PDP above the fold utilizing design patterns from Shaw's design system.

Designing the Experience

Our approach to elevating Anderson Tuftex's digital presence addressed two key challenges:

Visual Transformation: The visual language was redesigned to embrace beauty, luxury and eco-consciousness. Large, crisp, full-width photography showcased aspirational lifestyles. Generous whitespace and a refined forest and bark color palette improved readability while reinforcing a nature-inspired theme. Typography featured larger sizes, better contrast ratios, and elegant weights that not only conveyed sophistication but also met AAA accessibility standards.

Content Integration: I strategically integrated sustainability content throughout key areas of the site, including a dedicated section on product detail pages and a comprehensive sustainability page. This positioned environmental responsibility as a core brand pillar. I also designed a Trade Program where professionals could register for membership and explore Anderson Tuftex's exclusive offerings for design partners.

The Anderson Tuftex UI Library developed by me, utilizing components, Figma styles, auto-layouts and WCAG accessibility best practices.

Color System and Compliance

Alongside other designers, we created a color palette across the redesigned website to reflect the brand’s natural, sustainable, and timeless aesthetic. I ensured deep green—the hero color—was used strategically to create visual hierarchy and brand recognition throughout the interface. I paired it with neutral tones of beige and brown to bring warmth and balance to the layouts, reinforcing the brand’s elegant and grounded identity.

As part of the color system implementation, I ensured all color choices met WCAG AAA accessibility standards for contrast and readability. I tested combinations of deep green, neutrals, and accent colors across backgrounds, text, and interactive elements to guarantee sufficient contrast, even for users with low vision or color blindness.

By thoughtfully applying the brand palette within accessible contrast ratios, I created a visually rich experience that remained fully inclusive. This not only aligned with best practices but also reinforced the brand’s commitment to quality, care, and attention to detail across all user interactions.

Immersive Imagery

Working closely with the brand team, I curated a library of high-quality lifestyle photography that showcased products in warm, relatable home environments to support a more inspiration-driven user journey. The imagery not only enhanced the emotional appeal of the site but also served as a key driver for exploration and product discovery.

One of the most impactful features I introduced was the Inspiration Gallery—a Pinterest-like experience that allowed users to browse full-screen images, videos, and GIFs. Each visual was linked to the corresponding product detail pages to seamlessly connect inspiration with action.

Inclusive Typography

There were two headline fonts that resonated with the brand: Sentient and Libre Bodoni. I evaluated both fonts on web accessibility best practices, specifically on the criteria of simplicity, readability, discernibility. My analysis was as follows:

Why Sentient Regular (400): Overall, Sentient is a well-rounded font with an even thickness distribution and consistent numbers. Imposter characters (I l 1), and mirrored characters (dbqp flipped) are visually distinct. The aperture, also known as the opening of characters (COeoc) are well spaced. Lastly, the x-height of the characters are more than 50% of total height and have little variance, making it a decently legible font.

The Problem with Libre Bodoni: The Libre Bodoni font failed some important criteria, including uneven character thickness and the inconsistent number 4. The letters q and p are also exactly the same when mirrored, which may be an issue for individuals with dyslexia.

Elegant Patterns

I applied thoughtful layout patterns to enhance brand recognition and create a refined, cohesive experience. Consistent spacing, alignment, and visual rhythm helped reinforce the brand’s elevated aesthetic while making content easy to scan and navigate. I designed each layout with intention, balancing text, imagery, and whitespace to guide users naturally through the experience.

I established modular design blocks that allowed for flexibility across page types while maintaining a strong visual identity. This systemized approach ensured visual consistency, supported scalability, and allowed the brand’s premium storytelling to shine across all screen sizes and content types.

Measuring Success

90 days post launch, our SEO & Analytics team tracked how the redesign affected our site engagement. The results showed increased visibility in search.

IMPRESSIONS

+52.6%

BOUNCE RATE

-10.3%

DEAD CLICKS

-24%

Looking Forward

The redesign established a stronger digital foundation, but it also revealed opportunities for Anderson Tuftex to evolve beyond a product catalog into a destination for design inspiration and professional collaboration.

One opportunity is to cultivate an exclusive community for interior designers, giving trade professionals a dedicated space to discover products, exchange ideas, and strengthen their connection with the brand. Complementing this experience with tools such as digital moodboards, project collections, and specification resources would make it easier for designers to incorporate Anderson Tuftex products into client presentations and workflows.

Finally, extending the digital experience into the physical world through initiatives like a flooring sample recycling program would reinforce the brand's commitment to sustainability, creating a more holistic experience that reflects Anderson Tuftex's values at every customer touchpoint.

© 2026 Jasmine Liu, All Rights Reserved.