The task for this project seemed pretty straightforward: redesign a website to bring it more in line with the parent brand's website, while also distinguishing it as a separate offering. We needed to make the relationship between the brands and their corresponding websites clear, and at the same time show the unique value of this at-home product offering.

The Approach

Ultimately, we felt that a simple re-skin in the parent branding wouldn't be sufficient, but we weren't scoped for a proper research study. Instead we conducted some scrappy research with what was available to us, and came up with a distinct strategy for the web experience - one that was true to the brand, but specific to the at-home experience. We conducted some quick user testing on the existing website to get a baseline and identify areas of opportunity. We also dug into site analytics to see what users were doing and what they were looking for. And we did a competitive audit to see where there was white space.

The Findings

We found that most competitors provided a lot of content that positioned the brand as the expert on the coffee, and that told the consumer what the coffee was like. We found that our customers didn’t actually trust this coffee, and wanted to hear what other people like them thought the coffee was like. This meant we could lean heavily into a customer POV and user-generated content and reviews to help customers imagine what the coffee would be like when they had it at home.

The Outcome

While the customer wasn’t able to take the customer-generated content quite as far as the strategy outlined, they were able to elevate the voice of the customer in the new website. The end result was a beautiful, responsive website that garnered markedly higher user engagement as well as an increase in conversions via the store locator tool.

Activities: Benchmarking user test, competitive audit, existing research audit

Deliverables: Personas, strategy, experience principles, user flows