The challenge
Created in a small tin shed in Melbourne over 80 years ago, Laminex is today an integral part of home design in Australia. However, it is often the unsung hero in Instagram pictures, renovations, interior makeovers and beautiful homes across the country.
We were brought on board to help change this perception by overhauling the brand experience across their digital platforms and giving customers the tools they need to realise their grand designs.
We were brought on board to help change this perception by overhauling the brand experience across their digital platforms and giving customers the tools they need to realise their grand designs.
Role Lead Designer | Client Fletcher Building Limited | Agency Isobar Australia
Human centred design approach
Our vision was to create a user experience that enabled and inspired people to realise their grand designs, across consumers, architects and trade specialists.
We positioned Laminex as design innovators, inspiring and empowering people to realise their grand designs through giving:
Consumers the inspiration and knowledge to realise their design dreams
Architects and designers a place to connect and showcase their craft
Trade specialists a place to find the right surface for their customers quicker and transact more efficiently
Architects and designers a place to connect and showcase their craft
Trade specialists a place to find the right surface for their customers quicker and transact more efficiently
Project needs
Through the discovery phase of the project, clear feedback themes on the current digital experience was discovered, including:
• The difficulty of using multiple online sites
• Key search features were missing and product search results offered
little visual elements or technical information
• A lack of visibility around stock availability or delivery was a pain point for trade customers
• The difficulty of using multiple online sites
• Key search features were missing and product search results offered
little visual elements or technical information
• A lack of visibility around stock availability or delivery was a pain point for trade customers
Continuous testing was built into our design sprints to help refine design decisions for key transactional journeys
This resulted in an innovative, yet clean and simple interface that enables trade customers to find products, assess stock availability and place orders on the fly – a massive step up from manually going through printed catalogues.
The needs of three core persona groups were thoroughly considered to ensure the website caters to each task they set out to do – whether it’s browsing for ideas, learning more about styles that suit their lifestyle or quickly receiving orders to keep their business running.
The needs of three core persona groups were thoroughly considered to ensure the website caters to each task they set out to do – whether it’s browsing for ideas, learning more about styles that suit their lifestyle or quickly receiving orders to keep their business running.
Laminex Australia’s brand reposition under a single master brand gave way to a renewed approach to customer experience.
We brought this new brand vision to life in the new website and supported the brand toolkit with the creation of a cohesive design system for both Australia and New Zealand.
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