COREtec Product Experience

The initiative to transform the COREtec buying experience began with a critical realization: the flooring category was stuck in a state of "SKU Paralysis." Our research revealed that while 97% of our audience used the internet as their primary source of information, the actual shopping journey was disjointed and overwhelming. Consumers were confronted with rows of indistinguishable beige samples and confusing technical jargon—wear layers, millimeters, and subfloors. We recognized that to disrupt the market, we needed to stop selling "specs" and start selling a "lifestyle," bridging the massive gap between online inspiration and offline transaction.

Our strategic audit defined a new north star: "The Smarter Way to Floor". We identified our core user not just by demographics, but by psychographics—"Generation COREtec"—a group that views the home as a canvas for self-expression. Armed with this insight, I partnered with leadership to pivot the brand strategy from utility to identity. We developed the "What's in your CORE?" platform, which shifted the conversation from "What is the floor made of?" to "Who are you?". This wasn't just a tagline; it was a filtering logic designed to simplify decision-making by mapping products directly to consumer personalities

Parallel to this strategic pivot, we recognized that a disruptive product needs a disruptive visual language. I directed the overhaul of the visual identity to break the "sea of sameness" in the aisle. We moved away from staged, perfect room scenes and established a new art direction focused on "Authenticity over Perfection". We utilized "in-the-moment" lifestyle photography that captured real life—messy kids, wet dogs, and active homes—to validate the brand promise of 100% waterproof durability. This new design system was deployed across the entire ecosystem, ensuring that the brand felt "Un-Ho-Hum" and approachable at every touchpoint.

Throughout the execution phase, I focused on translating this strategy into a tangible digital product. We launched a mobile-first Recommendation Engine titled "Find the floor that fits you." Instead of a traditional filter menu, we built a quiz-based interface that asked lifestyle questions—"Do you have pets?", "Is this a high-traffic area?"—and algorithmically narrowed down hundreds of SKUs to a curated selection . To close the loop between digital and physical, we redesigned the sample kit experience. We turned a utilitarian shipment into a "delight" moment, including branded field notes and measuring tools to support the DIY journey, ensuring the "Install Happiness" promise began the moment the box arrived.

Since the implementation of this omni-channel ecosystem, COREtec has solidified its position as "The Original" and the category leader in rigid core flooring. By removing the technical friction from the buying process and replacing it with an intuitive, identity-driven digital experience, we successfully empowered the consumer to navigate a complex construction category with confidence. The result was a seamless thread from the mobile app to the living room, proving that even a heavy industrial product can be sold through a human-centric digital lens.