Working closely with the team at Carpet Court allowed us to gain a deep understanding of how thier customers shop for flooring and uncover opportunties.

Anthony Speranza

Creative Director, Balance Internet


Carpet Court is one of Australia’s largest retail floor covering specialists, with over 200 stores nationwide. The Carpet Court brand has a reputation that is recognised through a relationship with its customers for expert advice and a superior product range. Carpet Court required their existing Magento 1 website to be migrated to Magento 2 for improved performance thus improving their customer experience as an omnichannel retailer.


  • Strategy
  • UX Design
  • Development



  • Magento Commerce
  • Dotmailer
  • Algolia



  • Improve and enhance the user engagement and experience online and instore
  • Drive online leads and sales through an efficient and optimised online sales channel
  • Enhance user engagement at various stages of the conversion cycle: dreaming, inspiration and planning right through to requesting a measure and quote.
  • Validate ideas and opportunities through various methods including user profiling and testing wireframes.


Using a hypothesis-driven design approach, the UX design team together with analysts kicked off with a project discovery phase to form the team vision. Additionally, the discovery workshops helped designers and stakeholders outline primary users through profiling (personas) to empathise with, which formed a direction and approach whilst considering common key tasks.

Carpet Court provided some existing research for the team to work with, which assisted the team in the defining and understanding current pain points and how customer requests are handled through a typical ordering or quoting process. The UX team worked closely with Carpet Court to identify key business goals that aimed to prioritise user requirements. This formed the user-focussed approach by looking at customers such as regular renovators, fashion-focused, upgraders and tinkerers.

Through a combination of analysing behavioral data and affinity mapping, the team could then understand how users shop for flooring. This was achieved by exploring user behaviors by forming user stories that assisted in mapping and prioritise features for future phases of the project.

The team explored possible solutions through rapid prototyping and competitor benchmarking which allowed them to quickly identify features that validated particular use cases throughout a series of user flows. The user flows covered various journeys, from inspiration to the installation of their new flooring.

Following the critical research phase, wireframes were formulated to cover all aspects of the outlined journeys and identify gaps.


Carpet Court’s involvement and collaboration with the UX team helped outline user parameters and align business outcomes for the greater team. This was fundamental to identifying and validating proposed solutions, that delivers a truly unique eCommerce experience for home decor.

A feature roadmap was outlined to drive a sustainable development plan and scale the solution. The power and flexibility of Magento Commerce Cloud supports and engages users with powerful out-of-the-box features such as the wishlist feature which is used to create renovation projects and provide users with an instant quote. A product selector tool provides product options based on advanced search capabilities that offer appropriate product suggestions. For users needing a little more consultation, there is also with an option to book an in-home stylist service.

A geolocation enabled store finder allows users to be detected and assigned a local store to make booking appointments online a breeze. This in-turn supports store traffic by filtering queries direct to store.

To continue engaging customers, Dotmailer was chosen to support marketing automation. Dotmailer delivers data-driven campaigns that assist users at every stage of their journey from dreaming and planning to purchase.

Subscribe to our newsletter

Get updates, news, industry events and tips to increase conversion rate.