Heritage Craft Paint is a 112 year old business that produces paint and other craft supplies - traditionally for retail customers. They needed to enter the online world and develop new markets for their products.
Workshops were designed and facilitated in which key stakeholders where guided through a range of questions aimed at drawing out their specialist knowledge. Through this process new markets and how they were to be approached were brainstormed.
Following the workshop the business decided the best way to introduce crafting to non-crafters would be to create craft project kits. This allowed the user to get excited about the possibilities of a craft project without needing the specialist product or craft skill of the veteran crafter. This represented a big shift in thinking for the company from selling products to selling experiences.
Work Shop Design
In order to quickly develop the structure of the site in fast cheap iterations a range of wireframes were developed. These work well as discussion points early in the process to create consensus and discussion between stakeholders and allowed us to brief suppliers like developers and photographers early to and get accurate costings.
Focusing the user on the outcome of a project (by using lots of visual material), reducing choice (by grouping products in kits), and keeping the website journeys as short as possible, inexperienced crafters could quickly visualise and get excited about craft projects. The result - greater simplicity lead to larger individual sales, shorter customer buy journeys and better product / delivery cost ratios for the business.
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