Digital Platform & UI Design
FloorFlipper
TRUST & CONVERSION
About the project
A high-conversion service platform engineered to simplify hardwood floor installations with instant estimates, transparent upfront pricing, and vetted local installers.
HIGHLIGHTS
- UXConversion Funnel Optimization
- DESIGNTrust-Building Interface
- DEVInstant Estimate Engine
Branding
The Floor Flipper identity was built to be impossible to ignore. The bold yellow paired with a playful, approachable logotype creates instant brand recall—whether on a van cruising through a neighborhood, an installer's uniform, or a yard sign outside a job site.
The branded van wraps transform every service call into a moving billboard, with the signature yellow demanding attention on every street.
Geometric tile and woodgrain patterns are woven throughout the identity system—from business cards to invoices—subtly reinforcing the core service.
Installer uniforms, safety cones, helmets, and equipment all carry the brand, creating a cohesive and professional presence on every job site.
THE CHALLENGE
Building a transparent, instant-estimate platform for a traditional, pen-on-paper industry.
The flooring industry relies heavily on in-person quotes, creating friction for modern homeowners. Floor Flipper needed to eliminate this bottleneck with an online estimator that delivers accurate pricing while feeling entirely trustworthy.
Our approach focused on radical transparency. By prioritizing clear upfront pricing, vetted installer profiles, and a streamlined multi-step funnel, we created an interface that converts hesitant visitors into fully-booked installations.
Color palette
The palette was driven by Floor Flipper's need to stand out in a traditionally bland industry. The signature yellow commands instant attention—evoking energy, optimism, and the warmth of freshly finished hardwood. It's offset by a grounded installation black for authority and trust, while neutral grey and white create breathing room across dense estimation interfaces.
Components
Streamlined Onboarding
We redesigned the primary estimation flow to feel less like a complex HVAC quote and more like ordering a rideshare. By breaking down 15 complex flooring variables into 4 simple, sequential screens, we drastically reduced cognitive load and friction.
“The new platform completely changed how we acquire customers. Before, we were losing 60% of leads before the in-home visit. Now, they're booking the installation directly through the app.”
