Picture it before you paint it

Discover how we helped Dulux design and develop a ground-breaking AR app:

  • 65% increase in tester paint sales
  • 92% increase in stockist searches
  • 20M downloads across 60+ markets
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The challenge

Based on our research, we knew the main barriers to decorating were the lack of consumer confidence with paint colour, and uncertainty around the end result. Couples across the world were arguing about how to decorate and, without being able to see the end result, were unable to make decisions (and were therefore delaying their decorating plans).

Dulux wanted to start engaging with customers earlier in their purchase cycle and we all believed that mobile was a great way of doing so. Dulux had an existing mobile app, a one-dimensional product catalogue that didn't go anywhere near to resolving this.

The main objectives of the new Dulux Visualizer app were to:

  • Inspire, delight, and make customers want to redecorate
  • Increase sales of testers and paint made through the app and in-store
  • Inform customers of Dulux's product range
  • Grow the number of app users

What we did

We followed our user-centred design approach to identify an innovative solution to match the natural behaviours of Dulux customers and ensure long-term use of the app:

  1. We carried out initial user research to uncover Dulux customers' needs and goals. The research clearly demonstrated that a visualisation feature would be a great fit.

  2. Having validated the idea, we generated detailed, overarching design principles to ensure we created an inspiring, functional user experience. The principles were to:

    • Avoid a prolonged journey by allowing people to colour a room in two taps: tap on a colour, then tap on a wall.

    • Inspire experimentation by allowing people to pick different colours and instantly see the wall colour change.

    • Move people along the decorating journey by encouraging them to order testers once a colour has been tried on a wall.

    • Offer 'just enough' fidelity so we didn't compromise on the user experience to create a pixel-perfect room mock-up.

    • Ensure the visualiser user interactions were simple and could be used holding up a phone/tablet and looking through it.

  3. Guided by these principles we began designing the app, its interface, the visual design, and user journeys.

  4. Throughout this process we carried out numerous rounds of user testing to ensure the journeys and interactions were not only beneficial to users but brought them real joy.

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The results

Since launching in 60+ global markets the app has been an unbelievable success, with 20 million downloads. App users have increased by 143%, usage is up by 247%, and visits to the 'Saved items' page have risen by 242%.

Most importantly, the number of users searching for a stockist rose by an incredible 92% and tester sales increased by 65%.

The app also won 'Innovation of the year' at the Digital Communication Awards, 'Innovative mobile app of the year' at the UK IT Industry Awards, and 'Best hi-tech gadget' at the House Beautiful Awards.

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