Designing discovery and decision experiences for creative audiences
A connected platform helping artists find, understand and choose the right materials, across human and AI-mediated journeys.
Product discovery and conversion
Guided content help users find and choose the right products faster.
Content-led commerce
Inspiration, tutorials and use-case content connect products to real creative outcomes.
Confidence in purchase decisions
Structured product information and guidance reduce uncertainty and support conversion.
AI-ready product and content foundation
Structured data and content models support visibility in AI discovery and recommendation.
Context
Daler-Rowney is a global brand producing art materials for artists of all levels, from beginners to professionals.
Choosing the right materials is rarely straightforward. Ranges vary in price, purpose and technique, and decisions are shaped as much by guidance and inspiration as by specification.
At the same time, discovery is changing. Artists increasingly find products through search, social and AI-driven recommendations, often before reaching a brand website.
The challenge is to move beyond a traditional catalogue and create a platform that supports discovery, understanding and confident decision-making, with products and content structured so they can be interpreted, trusted and recommended by both humans and AI systems.
Activity
A connected discovery and commerce experience to guide customers from inspiration to confident purchase.
Strategic Foundation
Reframing digital from product catalogue to guided discovery and conversion.
- Behaviour-led journeys: how artists explore, learn and choose materials across channels
- Inspiration as conversion: connecting products to creative outcomes and real-world use
- Decision support: simplifying complex choices through clear pathways by skill level, medium and intent
Platform Systems
Building a structured, scalable foundation for commerce and AI-era discoverability.
- Structured product models: clear attributes, use cases and relationships supporting comparison and recommendation
- Content + commerce integration: tutorials, guides and inspiration embedded within product journeys
- SEO and AI readiness: structured data, metadata and content models enabling interpretation by search and AI systems
Operational Experience
Continuous engagement and optimisation across channels and touchpoints.
- Content-led commerce: tutorials and artist-led content driving engagement and conversion
- Multi-channel activation: content designed for reuse across web, social and emerging discovery environments
- Continuous optimisation: refining journeys based on behavioural insight, performance data and conversion signals
Outcome
Daler-Rowney operates a connected platform designed for how artists discover, evaluate and choose products in a fragmented, AI-influenced landscape.
It delivers:
Improved conversion through clearer, guided product journeys
Increased engagement by connecting products to real creative outcomes
Greater confidence in purchase decisions through structured content and guidance
Enhanced visibility across search, social and AI-driven recommendation environments
The result is a shift from a static catalogue to a dynamic system of discovery and decision support, ensuring the brand remains visible, relevant and trusted wherever creative decisions are made.
Andy Wood
Strategy Lead
Three decades of experience helping organisations navigate major technology shifts.
I can help you:
• Deliver next-generation digital experiences for customers
• Understand AI across business operations & customer experience
• Align enterprise technologies with operational & strategic goals
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