Ace Hardware: Inspiring Online Tools for Paint Selection

Ace Hardware wanted to move beyond simple product listings and become a source of inspiration for DIY homeowners. I focused on high-traffic paint sections of the site.

We introduced room-by-room galleries so customers could see color in context, interactive calculators and quizzes to guide choices, and tutorials that built DIY confidence. I optimized the UX and visual design to make the tools approachable and fun. Behind the scenes, I worked with merchandising and marketing to ensure partnerships with brands like Clark+Kensington and OPI felt integrated into the experience.

The changes increased time spent exploring paint options and boosted engagement with calculators and galleries. Customers saw Ace not just as a retailer but as a trusted advisor. This project showed how even small UX enhancements, grounded in customer needs, can shift brand perception and business outcomes.

Design Focus

We improved high-traffic sections of the site to better engage customers:

• Room-by-room galleries showcasing color possibilities in context

• Interactive paint calculators and quizzes to simplify decision-making

• Video tutorials and FAQs to support DIY confidence

• Integration of Clark+Kensington and OPI paint partnerships, bringing trend-driven inspiration into the customer journey

My Role

I led the UX and visual optimization work, identifying opportunities for higher engagement and ensuring the experience was approachable, inspiring, and easy to use.

Impact

These improvements strengthened Ace Hardware’s digital presence, encouraging customers to spend more time exploring paint options and positioning Ace as both a retailer and a source of DIY inspiration.