When I joined Lick, my first task was to redesign the website — but where to start?

I established a research function within the business and interviewed existing and prospective customers to get a better understanding of their process and how we could help them. I built out mindsets from our findings to help articulate insights, prioritise our bets and frame how we approach the site redesign.

This insight, along with our product data, that showed a correlation between the more samples purchased, the higher CVR rate for subsequent paint purchases, was a clear space for us to optimise. So the Sample purchase journey became our first Big Bet.

Our first Big Bet: Samples

Another reason we prioritised samples for the site redesign, was the confusion around the Peel & Stick Samples. Even with visuals to support the concept, and clear labelling, customers still expected to receive a traditional tester paint pot.

Sample Bundles

Sample Bundles already existed, but they weren’t optimised and they definitely weren’t easy to find. The PDP for these bundles used the same structure as a paint product, which has different priorities and messages to communicate, and so it didn’t serve the bundle products.

I designed a new Bundle specific PDP that clearly illustrates the product, the benefits and range of colours included. Customers purchasing samples haven’t yet decided on a colour, and spend a longer debating which colours to test, so this page needed to work hard and sell each colour within the bundle.

BYOB: Build Your Own Bundle

Informed by the mindsets I had created, the curated sample bundles we already had would only satisfy half of potential customers. The Design Driven Decorator and The Trend-Led Dabbler has very clear ideas on colour and has done a lot of research prior to coming to a paint website to choose samples.

I proposed and validated a Build Your Own Bundle product, to allow for users to start from scratch and build a brand new bundle tailored to their needs, or as a way to customise one of the pre-curated bundles and switch out redundant colours.

This feature is currently in a backlog to build and test over the coming months.