A01 chaf6542 06 se fm indd

Web design 

personas

A summary of the 

characteristics, needs, 

motivations and 

environment of typical 

website users.

Customer scenarios 

(user journeys)

Alternative tasks or 

outcomes required by 

a visitor to a website. 

Typically accomplished 

in a series of stages of 

different tasks.

Primary persona

A representation of the 

typical site user, who is 

strategically important 

to the effectiveness of 

the site, but one whose 

needs are challenging 

to fulfil.

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Part 3  Implementation

Mini Case Study 11.1

Campaign aims

The aims behind this brand initiative were to reposition Dulux from a paint brand to a colour help brand by 

meeting customer needs in a way competitors don’t to help differentiate the Dulux brand. The aim was to 

position Dulux.co.uk (Figure 11.11) as ‘the online destination for colour scheming and visualisation to help 

you achieve your individual style from the comfort of your home’. Specific outcomes on the site are to browse 

colours, add colours to a personal scrapbook, use the paint calculator and find a stockist. Further aims were 

to ‘win the war before the store’, i.e. to provide colour help tools that can help develop a preference for Dulux 

before consumers are in-store and to prompt other ideas to sell more than one colour at a time.

Specific SMART objectives were to increase the number of unique visitors from 1m p.a. in 2003 to 

3.5m p.a. in 2006 and to drive 12% of visitors to a desired outcome (e.g. ordering swatches).

Target audience

Based on research, it was found that the main audience for the site was female with these typical demo-

graphics and psychographics:

● 

Would-be adventurous  25–  44 women, online

● 

Lack of confidence with previous site:

–  Gap between inspiration (TV, magazines, advertising) and lived experience (large DIY retail premises, 

nervous discomfort)

–  No guidance or reassurance previously available currently on their journey

Dulux paints a picture of consumers with personas

Figure 11.11

Dulux.co.uk website

Source: http://www.dulux.co.uk, AkzoNobel Ltd.

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Chapter 11  Analysis and design

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Colours and colour combining are key

● 

Online is a  well-  used channel for help and guidance on other topics

● 

12-month decorating cycle

● 

Propensity to socialise

● 

Quality, technical innovation and scientific proficiency of Dulux are given.

Specific personas were developed as follows:

● 

 First-  time buyer. Penny Edwards, Age: 27, Partner: Ben, Location: North London, Occupation: Sales Assistant

● 

 Part-  time  mum. Jane Lawrence, Age: 37, Husband: Joe, Location: Manchester, Occupation:  Part-  time PR 

consultant

● 

Single mum. Rachel Wilson, Age: 40, Location: Reading, Occupation: Business Analyst

Each has a different approach to interacting with the brand. For Penny it is summarised by the statement:

I’ve got loads of ideas and enthusiasm, I just don’t know where to start.

Each persona was also characterised by their media consumption and preferences such as types of website, 

TV, magazines and radio channels and their favourite hobbies and socialising activities.

A storyboard was developed to illustrate the typical ‘customer journey’ for each persona, and these 

informed the final site design.

Brand campaign

To support the re-launch of the site, digital channels such as online banner advertising and interactive TV, 

with traditional channels such as press, in-store and PR. The main theme of the ads was ‘colour chemistry’, 

which was developed through featuring personas in the ads such as Candy Love, Forest Lake and Treacle 

Tart. The ads had a clear call to action to visit the website to find the right match for the consumer’s personal-

ity and style.

Source: Case study developed by Agency.com available through the IAB (www.iabuk.net) and presented at the Engage 2007 Online 

Marketing conference.