Shaw Floors, a Berkshire Hathaway company, is a leading provider of flooring products to North America. Shaw was looking to utilize their website to increase brand awareness as well as to empower their customers by providing them with the knowledge and confidence that they needed in a very confusing flooring market. Shawfloors.com achieved this by providing users with guided navigation through their thousands of products. They also helped to take the guess work out of buying carpet by introducing My Shaw Floors. My Shaw Floors was a personalized portal with tools to help customers visualize flooring in actual rooms and even their own room through a free online tool, 'Try on a Floor'.