Siena
Siena USA transformed its website to enhance the experience for interior designers by implementing a custom sample request system, allowing users to easily browse, compare, and request samples without the conventional ecommerce cart. The redesign resulted in simplified workflows, reduced internal coordination efforts, and increased engagement with the product catalog.
Overview
A comprehensive website redesign for Siena USA, a premium flooring manufacturer, featuring a bespoke e-commerce solution tailored specifically for interior designers and commercial clients.
Challenge
Create a sophisticated digital platform that would streamline the sampling process for interior designers while showcasing Siena's extensive product catalog in an engaging way. The key challenge was developing a custom cart system that would allow professionals to request multiple product samples - a unique requirement in the commercial flooring industry.
Solution
Custom Sample Request System
We developed a pioneering faux e-commerce setup that reimagines the traditional shopping cart experience for the commercial design industry. This system allows interior designers to:
- Browse and select multiple flooring samples across different product categories
- Add samples to a specialized cart interface
- Request free samples directly through the platform
- Track their sample requests in one centralized location
Technical Implementation
The custom-built system integrates seamlessly with Siena's inventory management, ensuring accurate sample availability while maintaining the sleek user experience expected by design professionals.
Design Approach
The website's design reflects Siena's position as a premium manufacturer while prioritizing functionality:
- Clean, minimalist interface that puts product visualization at the forefront
- Intuitive navigation system organized by product categories and applications
- High-resolution product photography with zoom capabilities
- Responsive design optimized for both desktop and tablet browsing
Results
The implementation of this unique sample request system has revolutionized how interior designers interact with Siena's product catalog. The platform has successfully:
- Streamlined the sample ordering process for design professionals
- Reduced administrative overhead in sample fulfillment
- Increased engagement with Siena's product catalog
- Created a more efficient workflow for both clients and internal teams
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.
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