Freshify & Hallman Lindsay™ reimagining their Ecommerce capabilities through digital innovation.
Freshify.io partnered with Hallman Lindsay Paints to reimagine their digital capabilities through a structured Design Thinking approach, combining their Modular Ideation framework with platform-first design principles. The project focused on creating a unified B2B/D2C platform with advanced features while maintaining Hallman Lindsay’s local Wisconsin craftsmanship ethos.
Freshify conducted workshops to map pain points for resellers, designers, and commercial painters, identifying critical needs:
The digital plan was strategically divided into four core modules to ensure flexibility and scalability. These included an e-commerce engine to handle online transactions and product management, a 3D design interface that allowed users to visualize paint colors and finishes in real time, a dynamic pricing matrix to accommodate different pricing structures for various customer segments, and a delivery routing system designed to optimize and support same-day delivery logistics. This modular structure enabled efficient parallel development and easier future enhancements.
Then, using Freshify’s "Modular Ideation" framework, collaborative innovation teams separated requirements into modules, including cards for Flows, Functions, Data and AI requirements.
This innovative method replaces traditional wireframes, allowing the team to visualize and iterate on individual features more efficiently.
Freshify implemented a "Platform as a Product" architecture to unify Hallman Lindsay’s digital and operational workflows. At its core, a centralized color formula database was developed to securely house the company’s proprietary paint recipes, ensuring consistency across both physical production and digital tools. The architecture leveraged microservices to handle critical functions: real-time inventory checks synchronized with factory production lines, augmented reality (AR) paint previews for virtual room visualizations, and address validation systems integrated with store locations to enable precise same-day delivery calculations. Complementing this technical foundation, a three-tier pricing system was designed to serve distinct user groups-resellers received volume-based discounts with extended payment terms, designers accessed project-specific pricing with instant payment options, and commercial painters benefited from bid-based pricing aligned with their contractual workflows. This holistic approach ensured the platform could scale while maintaining Hallman Lindsay’s operational integrity and customer-centric values.
To accelerate development and ensure quality, Freshify.io utilized module-first sprints, allowing different teams to work in parallel on key components of the platform. Simultaneously, a dynamic pricing engine was developed. Once these modules were in place, the team conducted real-world scenario testing to validate their effectiveness. Commercial painters tested the same-day delivery system, while designers tested new 3D preview capabilities. This approach not only streamlined the development process but also ensured that the platform delivered tangible benefits to its diverse user base.
While Halman Lindsay – Freshify.io collaboration demonstrated how a Design Thinking, modular approach de-risked digital transformation while amplifying Hallman Lindsay’s regional strengths through scalable technology.
Freshify.io continues to apply its Design Thinking, Empathy, Modular Ideation and Design approach in many industries including Med Tech, Gig Tech, Block Chain, AI, ECommerce, SaaS, PaaS and Fin Tech.