The challenge was to create a consistent, frictionless, end-to-end experience across all Dulux brands, which operated with varying digital standards. We needed to understand and address the gaps in the existing digital experience as it related to the customer’s decorating journey. The aim was to identify precisely where the experience supported and, critically, where it failed to meet expectations.
Activities
Synthesised around 20 diverse research materials (including global data, user testing, and competitor analysis) into a single, holistic customer journey
We facilitated intensive, cross-regional workshops with a broad group of stakeholders
Developed a white-label Design System, ensuring visual consistency across all Dulux brands
Established a strategic foundation for future growth, moving beyond individual brand silos, and delivering significant cost efficiencies and future-proofing for global rollout (B2C/B2B).
A dynamic CTA system was introduced through tokenisation that defined Primary, Secondary and Tertiary variants and interactives states, for clear navigation across components and pages.
We created a new white label design system that included multiple themes for both B2C and B2B brands to create a seamless transiton of design through reusable core components.
(Drag left to right below to see the B2C -> B2B transition in the brand theming)
Below shows how we used tokenisation to create reusable patterns across brands, by employing modes to load specific content and parameters.
We established a design foundation for future growth, moving beyond individual brand silos, and delivering significant cost efficiencies and future-proofing for global rollout (B2C/B2B).
A range of bespoke tools and apps were created using the design system, to help customers better organise and create home DIY projects, using Dulux key product lines.
Project Overview
Transforming the Dulux digital experience
2024
The Design System:
variables
components
brand themes
“Working with the new design system has made my design workflow so much easier and quicker. Thank you.”
Katya Domenik
Senior Staff Designer
*Calculations are based on 1 month of stress testing production on time-recorded tasks
WCAG 2.2 AA compliance across all platforms
The strategic design work undertaken in the project reshaped Dulux's digital footprint, creating a seamless, cohesive ecosystem.The organisation now has a single source of truth for global teams and suppliers to use as a reference and resource.
Key achievements:
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Unified brand experience across the whole Dulux and AkzoNobel ecosystem
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Streamlined design-to-development workflow
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Improved accessibility and performance metrics
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Reduced maintenance overhead and technical debt
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Scalable foundation for future digital growth
Next projects.
(2016-25©)
