Paint Super Cat and Color Center
GOALS:
To create a refined paint buying experience by designing a more focused transactional and inspirational page.
CHALLENGE:
The initial experience consisted of 3 individual pages. The Paint Super Cat, Paint Color Center, and the Trending Colors page. They were very disconnected and some had duplicate content which was hurting the efficacy of the page. We needed to take the parts of the previous pages that were performing well, revamp the areas that weren't, and create a new experience that promoted transactional interactions while maintaining the inspirational imagery the customers were expecting.
SOLVE:
For the Paint Super cat we went with a more transactional approach, giving the customers the most searched for and interacted with parts of the previous experience. The main information at the top would be for informed customers that know what they want, and we offered them category buckets to direct them to products to create a simplistic shopping experience for them.
As we continue down the page we can see that the information goes into more of a inspirational experience, offering the customer more ideas of what their dream paint project could become. These sections now lead into the Paint Color center so less informed customers can explore options of what they want, and even use the paint Visualizer to see their own home/room/ or project in a whole new way.
Since there were initially two pages in the Paint Color Center user flow, we decided to combine the pages in a more coherent experience. We would get rid of the Trending Colors section as its own page, and incorporate it into the Paint Color Center page to keep clicks to a minimum and simplify the user flow. The trending colors would now have their own section on the page so we still were able to keep the important parts of the previous experience while improving on it in this one.
The result of these efforts makes a more refined shopping experience, while offering as much information for as many customers as possible.
