Approach.

Very early in the project a decision needed to be made about how a new website would be delivered that serves both the trade and consumer marketplace.  Early workshopping sessions and customer journey mapping indicated that both sites would serve a very different purpose to a different customer base.  We would create two websites with a common design language that would serve the distinct audience types.

The consumer website would become an inspiration led platform with e-commerce functionality.  A depth research study that was conducted by McCann indicated the home paint buyer market still had a prevalence to purchase in-store but research online.  The new platform had strong lead to samples, enabling customer to get them simply and easily across the platform.

The trade site would be more of a traditional e-commerce platform.  It would focus on product an assumed the user knows what they need.  It allows them to build and execute a basket with simplicity and ease.  It would allow (for the first time), the trade to click and collect as well as order for delivery to site. We also introduced the ability to manage your account online and sign up for a new trade account, something that previously had to be done in store.

Both projects incorporated a detailed discovery and define phase.  This involved a large amount of research that led to product and prototype development that was tested with real customers. Testing was consulted in a range of formats from large trade led focus groups, to remote user experience testing on developed clickable prototypes.  

A large amount of technical discovery was also undertaken to determine the how the technical stack would be developed in-sync with Crown’s IT policies and hosting requirements.  The platform was initially built on Sitecore v8 (later upgraded to v9) with UCommerce powering the shopping, purchase and fulfilment elements.  

Outcome.

The project was split into two clear deliverables… Phase 1 was launched in 2015 and focused on the end consumer.  The site had enabled people to view the Crown Paints range of paint and colours in a unique and more engaging way.  Customers are now able to view trends and purchase they paints they require without having to visit a DIY store. www.crownpaints.co.uk 

Phase 2 (trade) was launched a year later in 2016, this platform was more complex to implement due to the existing customer database, records that existed and the rollout of a click and collect model across 143 stores.  Upon launch, trade customers were able to login to their account online and place orders for click and collect or delivery to site.  This platform now contains approx. 15,000 SKU’s that are now available for both consumer and trade purchase.  www.crowndecoratingcentres.co.uk/ 

Methods & Tools.

The information below details a selection of the methodologies, techniques and tools used to deliver the project.