Vinny Byrne

The Brief

Since 1978, Vinny Byrne has been a trusted name in specialist paint solutions. The Dublin-based company supplies paints, consumables, tools and equipment from leading brands, servicing many sectors, including automotive, commercial vehicle, agricultural, sign making, industrial, hobby and DIY.

Their old website was looking a bit off-colour, so they hired Matrix to design and develop a powerful new eCommerce platform with a modern sheen.

Matrix went beyond giving Vinny Byrne a new coat of paint. The project was a full new website rebuild, from custom design and branding, to a new rewarding user experience and more efficient online sales journey. During discovery workshops they told us the website was “intimidating and overwhelming, with too many things going on”. We migrated their content and vast catalogue of 21,000 products from their existing service on the Magento content management system, to a more efficient blended solution that incorporporated WordPress and WooCommerce.

We identified three distinct target customer types and created a more streamlined user journey through separate menus:

  • Industrial paint — expert customers with specific needs and requirements, such as exact RAL and Pantone codes;
  • Home/DIY — customers who may need extra guidance when choosing paint;
  • Automotive: Customers who need exact paint to match the manufacturer, model and year of their vehicle.

We integrated a paint supplier Application Programming Interface (API) system for both industrial and automotive customers, who can now choose the right paint through a specific filtering process. Tools and equipment, clothing and other products are now categorised in straightforward menus, with detailed product descriptions, technical data sheets and hi-res photos. The user journey is now as clean and clear as a pristine paint job, thanks to Matrix.


Key features

  • 01
    New streamlined CMS blending WordPress and WooCommerce;
  • 02
    Site caters for three distinct target customer types — industrial, automotive and home/hobby/DIY;
  • 03
    Prominent calls to action for customer help and ‘Vinny Byrne TV’ educational video section to build trust with customers;
  • 04
    Paint supplier APIs for industrial and automotive customers — Colour Wizard for creating exact paint mixes;
  • 05
    Thousands of products presented and categorised more efficiently.


Create a more inclusive user experience while maintaining Vinny Byrne’s reputation as an industry leader.

  • Reduce clutter with more concise messaging and minimal presentation;
  • Appeal to distinct customer types while maintaining an engaging message;
  • Highlight Vinny Byrne’s expertise in the industry.


A collaborative, design-led project with user experience as the main goal.

  • UX discovery workshop to determine client goals, customer personas, user journeys and sitemap;
  • Custom graphic design, with wireframes and landing page templates signed off by the client;
  • Development of all website elements with regular client milestone sign-offs;
  • QA process, followed by CMS training session with Matrix before live launch.


A modern rebrand for Vinny Byrne, strengthening the company’s reputation as leaders in specialist paint solutions.

  • New CMS and eCommerce integration for more rewarding user journey;
  • Increase in traffic, leads and conversions since launch.
  • Vinny Byrne staff upskilled through collaboration with Matrix and CMS training.