Create Once, Deliver Everywhere An augmented reality consumer innovation story

Stewart Longhurst – former Global Head of Digital Projects @SELonghurst

In case you don’t know who Dulux are…

Successful innovation is often down to timing

A head-mounted computer that looks like a pair of glasses and responds to audio prompts.

Prototype of the

Dyson Halo (2001-3)

WIRED [JUN 2014]

Ours was a similar story

2006: Exploring ways to give consumers an easy way to visualize a wall size area of paint colour using their own camera phone.

Everyone has an idea for the app…

…prioritisation of features is vital to maintain usability

Contextual user research

“If I told you that Dulux has an app, what

would you expect it to

do?” “How would this help you

with decorating

your house?” “What challenges are

you facing when

decorating?”

Testing with prototypes

Using photos of rooms that participants wanted to redecorate

So what’s the big deal about visualization?

3m UK households give up on painting projects Visualization is key to colour decision for all but the most creatively confident £200m+ of abandoned projects

Global dimension vs Local variation

Create Once Deliver Everywhere

40+ markets

25 brands

18+ languages

Where does Augmented Reality come in?

The Dulux Visualizer Challenge

Dulux Visualizer user interface design mantra

Global, simultaneous launch 30 markets (same name everywhere) 14th MAY 2014 Make a big noise!

Initial launch plan

Support markets with globally created assets

What would success look like?

DOWNLOAD TARGET

=

HOUSEHOLDS

PENETRATION OF

DECORATING x 10%

SMARTPHONE PENETRATION

A warm reception from the Apple community

: )

Android users are harder to please

(

Stewart Longhurst @SELonghurst

App Credits

poweredbystring.com tessella.com webcredible.com

Thank you – any questions?