Website Feature Investigation for Mohawk Industries

Mohawk Industries is one of the world’s largest flooring companies.  Despite their size and breadth of products, they relied almost exclusively on B2B sales through resellers and 3rd party distributors.  In 2019, Mohawk wanted to branch out and launch their own B2C / consumer-direct product offering utilizing a custom-built website and product visualizer in order to provide a better, more technologically-enabled solution than the big box resellers were providing.

The primary feature of Mohawk’s new website was a visualizer (Tile Genius) that allowed consumers to take pictures of their existing homes/floors and seamlessly browse through flooring options (tiles, hardwood, carpet, etc) that would automatically give consumers a sense of what the new products might look like within the photos that they uploaded.

At the time of the project, utilizing augmented reality in the home improvement space was relatively new, so they needed to understand what consumers wanted from the tool, but more importantly, gain confidence that an average North American could successfully navigate and use the technology.  From previous focus groups, we came to the conclusion that the most important buying groups were Contractors, Designers and DIY Home Owners.  In working with our panel provider, we were able to find an even mix of the three groups and conduct a custom online user-experience survey, embedded with real-time web-based tasks and modules.  The methodology matches the proposal in the next section.  Over the course of a ~12-minute appointment, we generated real-time feedback from our consumer groups on what they liked, didn’t like and potentially found confusing about the process of utilizing the tool and ultimately buying / completing an order for flooring products.