Sherwin Williams
Long buying cycles and complex decision making reduced propensity to buy and loyalty of architects. We not only transformed it to a digital-first process, but created a service.
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Coil coating is a process used by architects for large scale buildings and stadiums. Architects prefer to create their own custom treatments while needing to collaborate across distributed team and see the sample in the environment.
The existing process required months of back-and-forth creation of samples with SW lab technicians which were sent in the mail. The architect had limited ability to keep track of orders, versions, or collaborate in real-time with the lab tech.
We combined qualitative and design research to identify key opportunities, worked with the business team to project potential value, and collaborated with the brand team for naming and styling.
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SW had incredible success with the “Seeing in Color” campaign. The brand team came to us asking how we could expand on this concept.
The idea of “Speaking in Color” emerged while my team did qualitative research of the coil coating process. Research showed that we all may have a different idea in our head of camero red. If we were able to create an interactive, collaborative too which allowed color to adjust as we spoke, this could change the game.
Moving from a concept to an actual product can be tricky. Our biggest challenge was to figure our color matching across devices. Once we accomplished this, the rest was in reach.
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Winner of Cannes Grand Prix for Speaking in Color
“This is game changing!” - CMO
“Caitlyn is a fantastic practitioner and an incredible mentor. With a wealth of experience in product and service design + experience strategy, Caitlyn is able to lead teams to deliver great work through complex, briefs.”
— Sean Lurie, Service Design Leader