Timbashield - E commerce | Strafe Creative

Timbashield – E commerce - Effective paints and timber treatment

A thoughtful user experience for a new e-commerce brand

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Examples of the Timber Paint and Treatment Products
  • UX Design
  • UI Design
  • E-Commerce
  • Website Design & Build
  • Shopify
  • Consulting & Strategy
  • UX & UI Design
  • E-Commerce Website
  • Responsive Web Development

The Story

In a mission to extend its reach beyond 3rd party distributors, A-Chem started a new brand, Timbashield – designed to tackle the DTC market. We brought this vision to life through our consultative approach, design and build expertise. The results? A new e-commerce website, with the customers at the heart of each element of the UX design.

Hero section of the homepage on desktop and in mobile

The pandemic was a distribution wake-up call for the team at A-Chem. As a white-label distributor of solvents and paint to high-street retailers, the business took a hit when the shops closed. The solution? Launch their own product line, selling directly to the consumers.

And so, ‘Timbashield’ was born. 

The new, consumer-focused brand offers wood treatment and paint, a slightly different product than its white-label lines. After working with another agency partner on the brand identity, the team came to us for a high-converting e-commerce website.


A consultative approach

This project was an exciting opportunity for us to demonstrate our entire e-commerce skillset, as consultants, designers, and developers. With limited experience in the direct-to-consumer (DTC) world, the Timbashield team was keen to learn how they could take on the new market successfully. 

We were ready to help them penetrate the market, attract customers, demonstrate their expertise, and sell products.

After digging around, we noticed that competitors’ websites are clunky, hard to navigate, and difficult to browse, so we really paid attention to small details that would deliver a great user journey. 

This came to life during the wireframe process, we mapped out all the details that would help a consumer find what they were looking for. From the menu system which ensured was easy to navigate based on project goals, right through to the detailed product pages. 

A new type of buyer

Timbashield’s usual B2B buyers are knowledgeable about the products and know what they are looking for. 

In the new market, more often than not, consumers don’t know what to look for and require guidance, expertise, and detailed information to help them choose the right timber treatment solution. New homeowners and DIY enthusiasts were the targets.

With this in mind, we built bespoke tools that supported the buyer journey. Firstly a product selector, enabling consumers to answer five questions about their requirements and find which product suited their needs. The end of the journey offered up a filtered results page giving the user a personalised shopping experience. 

Secondly, a coverage calculator helps them identify how much they need to do the job! By adding in the project dimensions, customers can buy the right amount straight away instead of having to order more and more.

Product Coverage Calculator

The coverage calculator helps buys work out how much product they need to buy for their project.

5 litre can

A dynamic scroll over the product image showed the user what each paint sample looks like.

Checkout page with options to pay via Google Pay, PayPal, Apple Pay and Amazon Pay

A range of payment gateways helps to improve conversion.

White paint stroke

A collaborative approach

As we were designing and building the website, Timbashield were simultaneously developing products and colours. Whilst this was challenging in terms of updating functionality and design, however, we worked closely with the team at Timbashield to ensure this was factored in - regular communication throughout this project was key.

The results were fantastic: a beautifully designed Shopify site helping consumers find exactly what they needed, no matter their DIY experience.

Full page view of the homepage