Dulux is a premium paint provider who at the time had an antiquated online presence and a complex mix of different tech platforms. The organisation and it’s subsidiary companies required a complete refresh of their digital branding and user experience.

We were required to reassess and redesign the online experience, unify service offerings across the group, and develop solutions within the boundaries of a customised content management system and partner platforms.

The result of the redesign saw Dulux regain market share and go on to make a $3.8 Billion dollar sale to Nippon, it also lead Isobar to win the AdNews Digital Agency of the Year and being recognised as one of the Australian Financial Review top 50 Innovative Companies
Opportunity statement
How might we reduce the friction to purchasing paint
For consumers, trades, and specifiers
So that purchasing paint is informative, educational, enjoyable, and efficient
Project Stages
DISCOVER
Current state usability research 
Utilising and extending upon research undertaken within Dulux a current state usability evaluation was undertaken across different customer segments; identifying key pain points in the existing service offering both online and offline.
New tools such as the paint picker and location finder where proposed and personas were created for three different subsets of user types. This groundwork informed the complex undertaking of supporting trade, specifier and consumer needs all within the one portal.
DEFINE
Content driven information architecture
Dulux had the vision to position their brand with a strong emphasis on lifestyle and design trends. Their web presence needed to be content driven with large quantities of written articles, product releases and rich media interactions. An audit was undertaken to understand the exiting site map, and within co-design environment we created a new information architecture that allowed organic discovery of content inside of the website and increased SEO capabilities outside of it.
DESIGN

Web/mobile wireframing and functional specifications
The creation of the desktop and mobile web experience was an extensive undertaking that needed precise functional specifications for it’s interaction design; all of which had to be capable of fitting into a content management system. This required production of a clear set of user interface standards, patterns and templates that could function as independent tools or modular containers that coherently work together within a single page.
REFINE
Iterative prototype testing 
Working within a cross-functional team of developers, copywriters, SME's, and graphic designers meant
that we could user test and redesign with speed, with little to no impact on the delivery timeline.

DELIVER
Staggered design and development
By using highly modular design framework and a staged approach to complete each section of the statement of work we were able to retain a adaptable foundations for  the website. This provided the building blocks to easily incorporate content from previous websites, blogs, and independent platforms, paving the path for simple integration of 'in development' service and product offerings.
Result
The result was transformational for the Dulux brand, now supporting a range of ecommerce products, custom designed tools, and three entirely separate service experiences curated specifically for consumers, trades and specifiers. Dulux and it’s sub companies now function on a self managed content publishing system used for lifestyle articles, videos and products releases; all of this was only achievable through deeply considered design within the technical limitations of a content management system and partner platforms.

The successful outcome resulted in Dulux regaining market share and going on to make a $3.8 Billion dollar sale to Nippon. It also lead Isobar to win the AdNews Digital Agency of the Year and being recognised as one of the Australian Financial Review top 50 Innovative Companies.