Designing a self-service moodboard platform that empowered users to explore, combine, and purchase Dulux products with confidence.
Choosing colours for a project can be overwhelming. Dulux wanted to simplify this process by creating an online tool where professionals and consumers could experiment with colour palettes, build moodboards, and then seamlessly move from inspiration to purchase.
My role was to design the end-to-end user journey, from discovery and inspiration to moodboard creation and product selection, ensuring the platform was both engaging and commercially effective.
Role
UX/UI Designer
Platform
Web Application
Timeline
4 Months
Team
Mert Özdemir
Problem
Decision fatigue: Users struggled to select colours confidently without seeing them in context.
Complex product catalogue: Thousands of paint variations and finishes had to be organised intuitively.
Conversion gap: Inspiration often failed to translate into purchases.
Cross-device usage: Tool had to be responsive and easy to use across desktop and tablet.
Process
1. Research & Discovery
Analysed competitor tools and identified gaps in user experience.
Interviewed decorators and consumers to understand how they approach colour selection.
2. Wireframing & Ideation
Sketched flows for building moodboards: searching, saving, and combining colours.
Created low-fi prototypes to test drag-and-drop usability.
3. Visual Design & Interaction
Developed a clean, inspiration-driven interface with large swatches and clear typography.
Designed drag-and-drop moodboards where users could mix colours and preview combinations.
Incorporated product details (codes, finishes) directly into the design to bridge inspiration with practicality.
4. Collaboration
Partnered with developers to ensure colour rendering and swatch previews were accurate.
Iterated based on user testing sessions, improving accessibility and responsiveness.
Solution
Moodboard Creation:
Users could explore thousands of Dulux products and combine them into personalised moodboards.
Seamless Product Info:
Every colour swatch linked to its technical details—shade, finish, and purchase options.
Inspiration-to-Purchase Flow:
Users could move from exploring palettes to ordering products without leaving the platform.
Impact
Platform contributed to a 50% increase in higher-value product sales.
Improved conversion from inspiration stage to actual purchases.
Became a key marketing tool for Dulux Trade, widely adopted by decorators and professionals.
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