The Bolon.com Evolution (2021–2025)
Phase 1: The Audit (Discovery)
Bolon isn't just a flooring manufacturer; they are a Swedish design institution leading the world in woven vinyl flooring. When I joined in 2021, the brand was premium, but the digital experience was fragmented. Years of using various freelancers had left the site with inconsistent visual hierarchy, broken flows, and a simplicity that wasn't "minimalist," but rather "insufficient." The company realized they couldn't keep patching it up; they needed a dedicated designer to step in and finally take full ownership of the Bolon.com ecosystem.
The reality Check
The process started with the standard toolkit: Google Analytics and Heatmaps. However, it quickly became clear we were in a B2B blind spot.
The process started with the standard toolkit: Google Analytics and Heatmaps. However, it quickly became clear we were in a B2B blind spot.
The Trap
Bolon sells premium flooring to architects who don’t “check out” online. They order samples, if they don’t already have them, and then speak with sales representatives.
Bolon sells premium flooring to architects who don’t “check out” online. They order samples, if they don’t already have them, and then speak with sales representatives.
The Pivot
Workshop with the Owners, Marketing, and Product teams were held to align on a vision.
Workshop with the Owners, Marketing, and Product teams were held to align on a vision.
The Insight
The website’s job to empower the conversation between the Architect and the Sales Representative.
The website’s job to empower the conversation between the Architect and the Sales Representative.
Phase 2: The Audit (Definition)
Before building anything new, it was critical to understand the existing landscape. A comprehensive Visual Inventory was conducted to map the current state.
The Diagnosis
We found major inconsistencies in typography, button behaviors, and spacing. The site was struggling to handle complex tasks because every page had been designed in isolation.
We found major inconsistencies in typography, button behaviors, and spacing. The site was struggling to handle complex tasks because every page had been designed in isolation.
UI inventory (components, patterns, templates, weird one-offs)
The Architecture
Once the visual chaos was mapped, we tackled the structure. The Information Architecture (IA) was restructured to handle increasing complexity. We mapped out clearer, more robust user flows that mirrored the actual work patterns of a user (Architect, property manager, floor installer, professional cleaner).
Once the visual chaos was mapped, we tackled the structure. The Information Architecture (IA) was restructured to handle increasing complexity. We mapped out clearer, more robust user flows that mirrored the actual work patterns of a user (Architect, property manager, floor installer, professional cleaner).
Phase 3: The Production Loop (Design)
We established a lean, efficient small team structure: a Product Manager, a lead designer (myself), and a part-time designer for support. We streamlined the Figma-to-development handoff and established a cyclical workflow:
1. Investigate
For every new page or feature, I talked to the Sales Reps (our proxy for users) and actual Architects to understand their friction points.
For every new page or feature, I talked to the Sales Reps (our proxy for users) and actual Architects to understand their friction points.
2. Benchmark
Sector standards were reviewed, not only within flooring but across high-end e-commerce, to identify opportunities to improve the experience.
Sector standards were reviewed, not only within flooring but across high-end e-commerce, to identify opportunities to improve the experience.
3. Prototype & Test????add designed many alternatives?????
We moved to clickable prototypes quickly. We tested flows (like the new "Order Sample" journey) with architects to validate the logic.
We moved to clickable prototypes quickly. We tested flows (like the new "Order Sample" journey) with architects to validate the logic.
4. Refine & Handoff
We delivered modular designs to engineering, ensuring they had the logic, states, and assets needed to build it right the first time. Every single page with modules improved the design system along the way.
We delivered modular designs to engineering, ensuring they had the logic, states, and assets needed to build it right the first time. Every single page with modules improved the design system along the way.
Phase 4: The Output (Delivery)
