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Dulux Designer Portal & Consultation Booking System

Dulux Amazing Space

AkzoNobel is a leading global paints and coatings company and major producer of specialty chemicals. Dulux is AkzoNobel’s leading paint brand in the UK.

AkzoNobel is a leading global paints and coatings company and major producer of specialty chemicals. Dulux is AkzoNobel’s leading paint brand in the UK.

Problem / Opportunity

Paint distribution is of vital importance to Dulux. More and more enthusiastic home builders want to get inspired and do much of the work themselves. All they need is the affordable help of professional interior designers. For this they envisioned a well-designed consultation booking platform open to any consumer. They tasked MRM//McCann to build the portal. After over one year of development, Dulux were saddled with a behemoth system, that could not be extended nor maintained. Hack and Craft took over the project because complex payment options were needed and the third party booking engine needed replacing.

Innovation Team

AkzoNobel brought us on-board to build a booking platform, replacing the third party service in use. We liaised with the original agency, business owners, interior designers and customer support to work out the smoothest possible integration story.

Based on the successful integration of our booking engine we were tasked to add time-tabling portals, voucher codes and a deeper integration. Gradually we rebuilt the system from the ground up into a flexible and performant platform in which new requirements could be realised very quickly.

Tech

We analysed the status quo and realised that the original architecture could not facilitate any meaningful changes. We were consequently tasked to simplify the architecture and add new capabilities. We added a complete CI harness and process around the inherited source code, and successfully onboarded it without any documentation. The key challenge was how to reengineer a brittle and inflexible system based on third party plugins and generic SaaS to enable faster iteration towards market fit.

Impact

With our bespoke architecture, Dulux were able to push through powerful new features and carefully crafted user journeys. We also provided a streamlined BI process that allowed accurate KPI monitoring.

We operated the platform for Dulux at a fraction of the original cost. Finally, Dulux was able to run UX tests and compare conversion and customer life time value across their experiments. They were able to try and validate custom pricing options and with our tailored booking solution managed to streamline the interior designer schedules, thereby reducing staff costs in the design team.

Methodology DAM Created with Sketch. Performance Tuning A/B Testing UX Improvements CONTINUOUS DELIVERY CI Processes Designer Platform Booking Platform ALPHA Hack and Craft Dulux Business Dulux Designer Team Team members PROJECT ROADMAP 3. Scale 2. Development 1. Ideation
Dev DAM Created with Sketch. PORTAL MANAGER DESIGNER PORTAL DESIGNER PORTAL CONSUMER ENGINE BOOKING LEGACY PLATFORM API BOOKING ENGINE SERVICE BUS MONGO BD LEGACY BD3 LEGACY BD2 LEGACY BD1 BOOKING BD Dulux Amazing Space Various data stores before simplification

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Outro

Science and technology are the principal drivers of human progress. The creation of technology is hindered by many problems including cost, access to expertise, counter productive attitudes to risk, and lack of iterative multi-disciplinary collaboration. We believe that the failure of technology to properly empower organisations is due to a misunderstanding of the nature of the software creation process, and a mismatch between that process and the organisational structures that often surround it.