B&Q

A digital tool for people envision dream homes

Context

B&Q is the UK’s largest home improvement and garden retailer, operating over 300 nationwide stores. It is owned by Kingfisher plc and offers a wide range of own-label brands alongside popular third-party supplier.

The company's overarching strategy, driven by Kingfisher’s plan, focuses on omnichannel retailing, expanding its e-commerce, and empowering customer projects rather than just selling building materials.

The B&Q design tool platform was part of the organisation's digital transformation programme and the omnichannel ecosystem strategy that blends physical store networks with digital tools.

Design approach

01

Defining a new e-commerce experience

We helped B&Q to define, design and build a new revenue product that allows users to build and visualise their dream bathroom project through innovative tech and user-centric design.

By blending 3D modelling with a vast B&Q product catalogue, we built a design tool that enables home improvers to create their bathrooms, try out different products and configurations, and visualise their explorations through realistic rendering.

02

Enhanced product catalogue and personalisation

A key element of any home renovation journey is personalisation. By deeply understanding user needs, we designed features that allow users to customise the products on their projects fully.

Users can explore the complete bathroom product catalogue available on the B&Q website, including the option to personalise different types of shower heads for their shower units or specific taps for the vanities.

We also invested in creating a unique set of icons to help users navigate across all product categories and subcategories when users are exploring new possibilities for their design projetcs.

03

In-store planning consultation

Understanding how digital and physical shopping are deeply connected in the customer behaviour involved during a home renovation project.

Usually, users start their journey by looking up products and inspirations, comparing prices, and reading reviews on the internet, before ultimately buying the items in a physical store.

Even though in most cases the final transaction happens in person, digital tools are critical to driving that in-store foot traffic.

The B&Q design tool enhances the in-store customer experience by offering personalised planning consultations with a bathroom specialist. The expert advisors will create a fully 3D design using the digital tool, and they will build a project based on customers’ needs and style preferences.

Impact

70%

Consumers who complete a room design online use their saved plans to finalise a purchase or project consultation via physical store locations.

30%

Lead conversion - interactive 3D spatial planner experienced a 30% increase in average order value (AOV).

£477k

Customers who used the B&Q design tool for over 3 months generated £477K in transactions in-store.

Main contributions

High fidelity prototyping including macro interactions.
Creative direction for photography, 3D modeling and iconography.
Visual identity and Motion design execution.
Supporting the user research team to test concepts, identify user pain-points and validate hypotheses.
Design handover documentation and specification for tech implementation.
Design system management and governance.