Lick.com — Lead Product Designer — Website
Optimise the Sample purchase journey
This started as an enormous brief: Redesign the website. I was new to the business and the world of paint, so this was the ideal opportunity to talk to our customers and understand their process around planning, choosing, purchasing and painting. This helped me to identify where to start, and highlighted how important the Sample purchase is as part of a customers journey.
Lick is a paint and decorating startup that inspires and empowers people to confidently transform their homes with colour.
Research
I established a research function within the business and reached out to existing customers and screened for prospective participants from the usertesting panel. I interviewed participants over a few of rounds of research, and used the insight to build out some mindsets to help frame how we approach the site redesign.
Sample Journey Big Bet
A clear theme amongst all identified mindsets, was the purchasing of samples and tester paint pots to help decide. Understanding how crucial this part of the process was, along with our product data, that showed a correlation of the more samples purchased the higher return rate and CVR rate for paint, gave us confidence to start here and look at the sample purchase journey.
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 page structure as a paint product, which only needs to illustrate one colour. I designed a new PDP specific for the bundle products that allows for multiple colours. Customers purchasing samples haven’t yet decided on a colour, so 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.
Currently in a backlog to build and test
