TileScout is a consumer-facing experiment developed by Stylib to explore whether value engineering could work in a B2C context. The concept aimed to help homeowners and renovators find like-for-like tile alternatives that reduce costs without compromising design or quality.
The project involved developing the brand, building a rapid-launchwebsite, and testing market interest through targeted Instagram campaigns. The goal was to validate demand, understand audience behaviour, and assess whether the concept resonated with homeowners planning renovations.
Brand direction
The project began with analysing the renovation market and studying high-performing landing pages and home-improvement brands. This research informed the visual direction, messaging approach, and conversion structure for the TileScout website.
Brand strategy and positioning
TileScout was positioned as a simple, time-saving solution for homeowners navigating expensive renovation decisions. The strategy focused on communicating three core benefits — saving money, saving time, and reducing research effort while keeping the messaging clear and accessible for a non-technical audience.
Brand direction
A visual moodboard was developed to define the tone and personality of the brand. The direction aimed to balance approachability with trust, ensuring the identity felt accessible to homeowners while still conveying expertise in sourcing materials.
Visual identity system
The identity system translated the brand direction into a cohesive set of visual elements including logo systems, colours, typography, and supporting graphic assets. The system was designed to work consistently across digital touchpoints, from the website to social media content.
Website design and conversion flow
A streamlined website was designed to clearly communicate the service and guide visitors through a simple conversion journey. The structure included a landing page, about page, contact page, and a specification submission form — each designed to build trust, explain the process, and encourage users to submit their tile requests.
Responsive design
The website was optimised for mobile browsing, ensuring the user journey remained simple and intuitive across devices. Key actions such as understanding the service and submitting a request were designed to remain accessible on smaller screens.
Social launch
Instagram was selected as the primary launch platform to reach homeowners interested in renovation and interior design. The initial grid was designed to establish visual consistency and introduce the TileScout concept through clear, problem-led messaging.
Content strategy
A structured content strategy was developed to communicate the value of the service through five core pillars: saving money, saving time, zero effort, social proof, and explaining how the service works. This framework ensured each post supported a clear communication objective while building familiarity with the concept.
Awareness campaign testing
A two-week awareness campaign was launched to introduce the concept and test audience targeting variables including location, demographics, and interest clusters related to home renovation and interior design. The campaign generated over 32,800 accounts reached and 51,000+ views, helping identify which audiences and creatives generated the strongest interest.
Engagement and traffic campaign
Following the awareness phase, top-performing creatives were used in a targeted campaign focused on driving traffic to the landing page. Audience targeting was refined based on early results, allowing the campaign to focus on users most likely to be planning home renovations.
Campaign performance
Across the campaign period, TileScout generated 51,079 content views, 32,800 accounts reached, and over 1,200 profile visits. The account also gained 211 followers and generated 152 external link taps, indicating early interest from homeowners exploring the service.
These results provided valuable insights into how consumers respond to cost-saving renovation services and helped evaluate the viability of the concept.
Outcome and learnings
TileScout was launched as a rapid market experiment to test whether the value engineering model used in VE+'s B2B platform could work for homeowners and renovation projects (B2C).
While the campaign generated strong reach and early engagement, the experiment showed that converting homeowner interest into viable leads required significantly higher acquisition effort than anticipated. The results ultimately suggested that the concept was better suited to a B2B environment, where procurement decisions are structured and specification processes already exist.
Despite the concept not moving forward, the experiment provided valuable insights into homeowner behaviour, messaging effectiveness, and the cost of acquiring renovation-focused audiences helping inform future thinking around digital material sourcing and specification tools.