Digital transformation — Dulux

Enhancing the customer experience from end to end.

The project

With a goal of owning 40% of all painting occasions in ANZ, Dulux needed to revitalise, redevelop and replatform their entire website content experience. Moving from an old, outdated system with complex integrations, the operating model moved to a new, integrated tech-stack to better service the end customer and create a seamless shopping experience.

The task

Migration: Audit the existing content ecosystem, assess and document content for migration including improvements and enhancements. Create content migration plan and oversee team of content coordinators to facilitate migration of all product, editorial, inspiration content. Define tagging taxonomy, digital asset management system and ongoing review and quality assurance approach.

Content design: Co-create the new website experience including redefining key user flows (shopping journey, colour exploration, product education); develop wireframes and prototypes to test with key user groups; craft page templates and document content requirements for use cases.

The goal

Uplift the Dulux digital experience to enable better user experience, facilitate customer education and improve findability and searchabilty of products — ultimately improve conversion rate at point of sale.

My role

Content strategy, concept development, prototype development, wireframing, UX writing, user testing, content migration strategy, content audit, template development, documentation