shaun strack

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Behr ColorLab

Creative Direction
Design

Tasked to update, reinvent, reinvigorate, and/or modernize the in-store experience of the Behr Color Wall at The Home Depot. Starting with a deep-dive into user behavior with a strategy partner, we uncovered insights that inspired us to push this space into more contemporary functionality.
The initial assumption would be a redesign and reskinning of the existing interactive kiosk experience. Our research showed, while this may attract some customers, it didn’t align with the client’s goals or improve the shopping experience customers were actually going through.

A guiding aspect of this new experience was that people 
didn’t want to stand facing a kiosk, not to mention the upkeep on them is a massive undertaking. That is why we proposed moving the experience to a much more powerful, compact, and portable computer in your pocket.
Since most DIYers begin research and moodboard on their phone, it stands to reason we should support this native behavior.  So we moved to enhance the color wall by proposing new, augmented experiences to Behr’s new site experience, providing valuable tools to customers.

ChatHue color inspiration


The cornerstone of the experience is ChatHUE. This proprietary digital tool holds the wealth of Behr’s paint knowledge and authority. 

It serves as a way to make sense of your Pinterest inspo boards, match palette ideas to your decor, or find that perfect shade of ever-so-slightly off-white.

AR Sheen guidance

If you thought picking a paint was hard enough, we discovered that picking a sheen was the second biggest pain point. Which led to customers putting off their projects even longer.

The idea of this AR sheen tool is to put all the guidance and self-driven research into one tool.

While still a fascimile of the real affect of sheen, being able to see and experiment with different finishes in your home’s lighting was seen as a valuable tool in customers DIY projects.

My Palette Brochure



The ColorLab My Palette brochure is one the customer builds themself. The intent is to use it as a project planning source of truth, educational resource for Behr products, and organizational tool when you need to reorder.

The QR code also links to a digital version of their project, allowing for easy reording.

Admittedly, including a brochure in a digital redesign is a curveball, but paint is a uniquely analog experience so we felt it was important to support this customer behavior in some fashion.



My Projects Digital Palette



The digital component to the My Palette brochure was a build upon planned project organization, with the added support of scanning paint chips to add them to projects. This allowed DIYers to quickly save, organize, and assign their decisions both for the physical and digital sides of the project. This digital project plan also would allow for quick reordering wen you just need another gallon to finish the job.
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