Role
Product Designer,
e-commerce
Industry
Paints and coatings
Services
UX Design
UI Design
For Flexa, one of AkzoNobel’s most well-known consumer paint brands, our challenge was to translate the tactile, immersive in-store color experience into a digital environment. In physical stores, customers often stand in front of large, vibrant color walls to explore and compare shades. Our goal was to recreate that moment of discovery in an intuitive, visually engaging online format.
My role
As Product Designer, I was responsible for the UI design of the digital color wall. I worked closely with product owners, developers, and brand stakeholders to bring a scalable, responsive interface to life, one that not only looked great but also integrated seamlessly into the existing webshop.
Design Focus
My focus was on creating a smooth browsing and selection experience. I developed interaction patterns that allowed users to scroll through hundreds of colors, filter by tone, and preview selections quickly. Accessibility and performance were key concerns, given the broad consumer audience and mobile-first use cases. I also ensured that the visual identity of Flexa remained consistent throughout the color journey, aligning closely with AkzoNobel’s brand guidelines.
Impact
The new color wall made it significantly easier for users to find the right color, reducing friction in the paint selection process and supporting the brand’s positioning as a trusted advisor in home decoration. It also laid the groundwork for future personalization and color recommendation features.
More projects
I worked on
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