UMM AI 
The Project
Client
Aladdin Commercial (Mohawk Industries)
Industry
Commercial Flooring Manufacturing
Services
- Enterprise Web Platform Development
- Advanced Product Discovery Architecture
- Catalog Generation & Document Automation
- UX Strategy and Information Architecture
Aladdin Commercial needed a modern digital platform to organize its commercial flooring catalogue and simplify product discovery for architects, contractors, designers, and facility planners. UMM built a scalable product experience with intelligent search, dynamic filtering, comparison tools, and catalogue creation capabilities to streamline product evaluation and documentation.
Transforming Product Discovery for the Commercial Flooring Industry
The rebuilt Aladdin Commercial platform creates a high-performance product ecosystem for flooring professionals. Structured listings, responsive navigation, advanced search, and intelligent filtering make it easier to discover, evaluate, and specify products across multiple flooring categories.
92%
Faster Product Search
Autosuggestions, intelligent query matching, and structured product indexing help architects and contractors locate relevant flooring solutions quickly, reducing the need to navigate multiple catalogue pages manually.
60%
Faster Product Selection
Dynamic filters refine products by construction, installation method, dimensions, appearance, fiber type, and technical attributes, helping professionals narrow extensive inventories to relevant options faster.
3x
Higher Catalogue Interaction
Quick-view functionality lets users preview key product details directly from listings, encouraging deeper catalogue exploration and faster evaluation without disrupting the browsing journey.
Tech Stack
Reinventing Product Discovery for Commercial Flooring Professionals
Enterprise product discovery platform enabling architects and contractors to search, compare, and generate flooring catalogs efficiently.
Challenge
Managing Complex Product Catalogs While Maintaining Usability
Aladdin Commercial manages a diverse portfolio of flooring products spanning soft surfaces, hard surfaces, and installation accessories. The previous website struggled to efficiently present large product catalogs while maintaining intuitive navigation and fast search capabilities. Users often required multiple steps to access product details, compare specifications, or locate relevant collections. The challenge was to design a digital ecosystem that could handle extensive product metadata while still delivering a seamless experience for professional users who rely on fast, accurate product discovery during project planning and specification workflows.
Solution
Building an Intelligent Product Exploration Platform
UMM designed and developed a modern product discovery system that organizes Aladdin’s flooring portfolio through structured architecture and advanced search capabilities.
Advanced Product Listing System
Dynamic Filtering Architecture
Enhanced Product Detail Pages
Advanced Product Listing System
Built scalable listings with lazy loading, responsive layouts, and adaptive grids to support extensive inventories across devices.
Dynamic Filtering Architecture
Implemented layered filters across flooring type, construction, installation, dimensions, colors, and technical specifications for faster product refinement.
Catalog Creator Tool
Built a tool allowing users to select products and generate downloadable PDF catalogues containing sell sheets and technical specifications.
Enhanced Product Detail Pages
Created detailed product pages featuring color swatches, specifications, downloadable resources, and room scenes to support informed product selection.
Key Metrics
55%
Integrated documentation within product pages gives users faster access to specifications, warranties, and maintenance resources. This simplifies how architects and contractors collect essential technical information for project planning, product evaluation, and specification workflows.
70%
The comparison tool enables professionals to evaluate up to three compatible flooring products side by side across specifications, materials, and installation requirements. This creates a clearer decision-making process and helps users narrow suitable options more efficiently.
48%
Improved navigation, quick-view functionality, and richer product information encourage users to explore more flooring options within each session. The structured experience supports deeper product evaluation while making extensive commercial catalogues easier to navigate.
