Eagle Eyed Painting

Simplifying the journey from entry to enquiry

Selected Projects

Eagle Eyed Painting

T

Tiempo

Nova

Alternative work

The Emerald Gala

Branding

Illustrations

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Email

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About me

Josh Foulkes

Project Type

Client work

My Role

Research, Branding, UX, UI, Development

Project Focus

Conversion and data-based form building

Tools

Figma, Framer, Photoshop, Claude

Project Type

Client work

My Role

Research, Branding, UX, UI, Development

Project Focus

Conversion and data-based form building

Tools

Figma, Framer, Photoshop, Claude

01 - OVERVIEW

01 - OVERVIEW

From brief to battlefield in moments

Eagle Eyed Painting is a premium Warhammer painting studio building its first digital presence: a commission website that turns a customer's army into an accurate quote request. The brief came from someone who'd sat on both sides of that process, as a player and a former customer of other painters, and wanted the quoting experience itself to match the quality of the work being commissioned.

Eagle Eyed Painting is a premium Warhammer painting studio building its first digital presence: a commission website that turns a customer's army into an accurate quote request. The brief came from someone who'd sat on both sides of that process, as a player and a former customer of other painters, and wanted the quoting experience itself to match the quality of the work being commissioned.

02 - THE PROBLEM

02 - THE PROBLEM

Making the user do all the work

A single army can run past a hundred models, each with its own scheme and specification to describe. Every existing quote form treats that the same as a single figure: input everything by hand, with no assistance, and match the studio's own wording conventions exactly or risk the quote being wrong. For a hundred-model list, that's not a form. It's data entry.


This problem is emphasised as many entries will contain similar information that will need to be replicated per each entry, when this has to be done 10+ times it can turn a quick quote into a small essay fast.

30-100+ models in an army, too many inputs, too much room for error, too much user side work,


Tracking progress is an essential part of training, but the process often forces users to repeatedly switch between their workout and their phone. Unlocking the device, navigating the app, and logging each set creates small interruptions that accumulate throughout a session.


Tiempo's starting point: logging a set should never require more attention than the set itself.

03 - RESEARCH & DISCOVERY

03 - RESEARCH & DISCOVERY

Learning the game first

The best product ideas tend to surface mid-activity, not in a whiteboard session. Noticing 'why doesn't this exist yet' while you're actually doing it tend to beat trying to manufacture the insight from the outside. That instinct shaped how this project started.


Rather than research Warhammer players from a distance, I spent time talking to them and learning the game itself. Army sizes, faction restrictions, list-building conventions, well enough to reason like an actual customer instead of a designer guessing at their behaviour. Learning that every army is built from a single faction, for instance, later became the logic behind an integral time saver later down the line.

30-100+ models in an army, too many inputs, too much room for error, too much user side work,


Tracking progress is an essential part of training, but the process often forces users to repeatedly switch between their workout and their phone. Unlocking the device, navigating the app, and logging each set creates small interruptions that accumulate throughout a session.


Tiempo's starting point: logging a set should never require more attention than the set itself.

Established vs Newcomer

Established vs Newcomer

The brief leaned toward copying the formula of established competitors like Den of Imagination and Siege Studios. I pushed back on that starting point.


This wasn't formal user research so much as a judgment call grounded in observing how those competitors actually behave online: established businesses can afford to simply state what they do, because they already have the audience, loyalty, and brand recognition to back it up. Eagle Eyed Painting didn't have that yet. A new online presence from a small studio needs to sell the case for itself, not just tell customers what's on offer.


Copying a formula built for an audience that already trusts you would have ignored the one problem this project actually needed to solve.

04 - THE SOLUTION

04 - THE SOLUTION

If you dont need it, remove it

If you dont need it, remove it

Most quote forms in this space are flooded with fields that are irrelevant at that stage, or only marginally useful to the business, and their presence does more to discourage a submission than the data collected is worth.


The fix starts with a strict question for every field: what's the bare minimum needed to actually process this request? Anything beyond that has to justify itself against a real business need, not just be included because it might be useful later.

Knowing the customer

Knowing the customer

To define the logic behind the form I spoke to multiple Warhammer players both in person and online as mentioned before.


This shaped how smart defaults work within the model selector: series, faction, and the assembly tick box all default automatically after the first model is selected, saving roughly six seconds per entry on average.


These specific fields were chosen because armies must stem from the same series and faction, and because multiple players described assembling either their entire army or none of it, never a mix.

Maintenance & Security

Maintenance & Security

This was a handoff project, so maintenance had to work without me. Charging the client for every small edit, whether a new model drop or a gallery update, would effectively hold him hostage to my continued involvement. For the gallery, that meant a simple copy-paste component that auto-formats across breakpoints and takes drag-and-drop images directly.


For the far larger model picker, I used AI assistance to gather data from the official Warhammer site's full current range into one organised spreadsheet the client can edit himself, no code, no risk of breaking the site, feeding into the live form as JSON so changes go live instantly rather than waiting on a republish.


Security followed the same logic: with a niche, modest-traffic audience, reCAPTCHA's extra step wasn't worth slowing the form down for, so a honeypot field catches bots without asking anything of a real customer.


Context is key

Context is key

Established competitors can afford a landing page with no fluff, quick, functional, straight to the point, because their audience already knows who they are. Eagle Eyed Painting doesn't have that privilege yet. Being new to painting isn't the issue, being a new online presence is: the page can't just show what's on offer, it has to sell it.


Rather than the usual side-by-side comparison, pricing tiers are staggered, giving each one its own moment rather than inviting a direct value comparison that makes any tier look like the lesser option. Golden ribbons guide the eye and signal there's more to scroll to, so no tier gets treated as an afterthought.

Video shows a version of the site before client alterations

Interactions to match

Interactions to match

One of the main aspects of the client brief was to have a premium feel to the website, as a sole artist having the appeal of high quality compared to the mass production vibe given from main competitors it was I’mportant to have polished mircro interactions through the site to help reflect the special attention given to each model within the site itself

One of the main aspects of the client brief was to have a premium feel to the website, as a sole artist having the appeal of high quality compared to the mass production vibe given from main competitors it was I’mportant to have polished mircro interactions through the site to help reflect the special attention given to each model within the site itself

05 - IMPACT

05 - IMPACT

The removal of error

To measure the real impact, I brought in a former Siege Studios customer, someone who'd actually used the competitor's process before, and timed them completing the same task on both systems.


A full quote took 1 minute 22 seconds on Siege's form versus 20 seconds on Eagle Eyed Painting's. Entering a single model dropped from 32 seconds on Siege to 9 seconds on Eagle Eyed Painting before smart defaults kicked in, and down to 6 seconds once they did, since defaults apply from the second model onward.


However, all of this only matters if the website is functionally sound, Lighthouse scored the site 100 for performance, best practices and SEO, with some room for optimisation at 88 for accessibility.


Running an AI agent as well as a user through the created form vs the industry leaders quote formatting - 1min 22s Siege -

4X Faster

quote submission

Over 3X Faster

Individual model selection

100 Scored

For SEO, Performance & Best Practices

REFLECTION

Client relations

I've worked with clients on design before, mostly branding, much less on web development. A branding project can often run on a small brief and occasional check-ins. Product design asked for something different: more frequent, more specific communication throughout, since decisions kept compounding into later ones. It reshaped how I'd scope client communication going forward.

I've worked with clients on design before, mostly branding, much less on web development. A branding project can often run on a small brief and occasional check-ins. Product design asked for something different: more frequent, more specific communication throughout, since decisions kept compounding into later ones. It reshaped how I'd scope client communication going forward.

My mindset

Most of the products I've worked on are broader applications: multiple use cases, wide user bases, plenty of edge cases to plan for. This project was narrower, a single niche group with one job, converting a quote. That difference changed my instincts more than I expected. I approached it with less of the usual exhaustive edge-case breakdown, assuming a smaller scope meant fewer ways for it to go wrong. It's a bias worth watching for: scope and complexity aren't the same thing, and a narrow brief can hide as many sharp edges as a broad one.

NEXT PROJECT

NEXT PROJECT

Nova

Nova

Eagle Eyed Paining

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Josh Foulkes

About me

Want to learn more about a case study or discuss a project? - Get in touch!

You can reach me via email or Linked In

Want to learn more about a case study or discuss a project? - Get in touch!

You can reach me via email or Linked In

Want to learn more about a case study or discuss a project? - Get in touch!

You can reach me via email or Linked In

Email

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