Lick.com — Lead Product Designer — Digital Screen

Designing Lick’s interactive colour experience for B&Q

Lick had just won the opportunity to launch in nearly 200 B&Q stores across the UK, unlocking a whole new customer base. I led the design of a first of its kind interactive screen to sit within the Lick fixture, to help drive conversion and brand awareness to this new audience.

Lick is a paint and decorating startup that inspires and empowers people to confidently transform their homes.

 
 
 

Objective

B&Q is obviously a marketplace of brands and we needed to stand out at shelf and connect with this new customer, all whilst showcasing our colour authority and paint quality. The interactive screen experience needed to offer personalised colour support, inspiration and education, to help drive in store purchases and brand awareness.

 
 

Tailored colour support

We wanted our screen to help everyday decorators and potential customers find the perfect colour for their project in store. To illustrate our colour authority, I worked with our colour expert, and designed a short quiz for the digital screens that would provide a bespoke colour recommendation, perfect for the individuals space.

 

For the quiz, we saw an 81% completion rate on screens, and a 95% swipe through rate on the recommended colour cards.

Unfortunately we’ve found it difficult to connect the data from the quiz results on screen to conversions in store.

We launched the quiz on site as a fast follow, where we were able to measure its impact much more accurately. With an 87% completion rate on site, and 8% CVR.

 

Connecting with staff through the screen

Another challenge we faced going into B&Q, was our small team. Other brands had field agents going into stores to educate and engage with the B&Q teams every few weeks. By launching in-store, B&Q staff became an extension of our team and so they needed to know all about Lick, so they can answer questions from customers and ultimately recommend us as the brand to use.

I used a ‘stories’ style template to convey our most important messages, this allows us to be more visual and engaging, and provide headlines that are memorable.