Siena

Overview

Siena USA specializes in custom flooring solutions for commercial spaces. Their site needed to do more than show product—it needed to make it easy for interior designers and specifiers to explore, compare, and request samples.

Challenge

Design a digital experience that:

• Showcases a large, detailed product catalog.  
• Streamlines sample requests for trade users.  
• Feels premium and aligned with the A&D (architecture and design) world.

Solution: Custom Sample Request System

Instead of a traditional ecommerce cart, we built a sample‑ordering flow tailored to how designers actually work:

• Browse and filter by collection, construction, and application.  
• Add multiple SKUs to a “request” cart.  
• Submit a consolidated sample request rather than a transaction.

The system is powered by Webflow CMS and custom logic, so Siena’s team can manage product data while keeping the UX clean.

Design Approach

• Minimal, typography‑driven layouts that keep focus on product photography.  
• Clear navigation for products, inspiration, and technical details.  
• Responsive design optimized for desktop and tablet, where designers often work.

Results

The new Siena site:

• Simplifies the sampling workflow for designers.  
• Reduces internal back‑and‑forth on sample coordination.  
• Increases engagement with the catalog by making exploration and requesting frictionless.