KEURIG: FIX THE FOUNDATION
RESPONSIVE WEBSITE | USER EXPERIENCE
As a leader of the single-serve coffee business, Keurig needed an online e-commerce platform to support that growth. With a limited selection of Keurig products being sold in department and grocery stores, they had to ensure their online experience was informative, responsive, and frictionless.
As Keurig’s digital agency of record, our first major project was to perform a complete overhaul of their Canadian digital property. We were tasked with taking them from a desktop only e-commerce website to a fully responsive one which included brand new content, site optimization, and improved user experience.
MAPPING THE CUSTOMER JOURNEY
We created a customer journey map to understand user interactions at every touchpoint and identify points of friction in the omnichannel experience. This is when we discovered that we needed to move away from the engineering focus of the machine, simplify the consideration phase, and effectively communicate key benefits.
With such a diverse K-Cup pod selection, we needed to ensure that users fully understood the options available before presenting them with all 180+ varieties. We implemented category pages to guide them in making better scope selections. We organized subcategories and prioritized filters based on existing shopping behaviour so that finding the perfect brew was simply one click away.
With names like K15 and K200, it was no wonder our users were having a hard time differentiating between the lineup of Keurig brewers. To help them easily find what they were looking for, each brewer model is accompanied by concise and descriptive text.
To help users make better purchase decisions, we made a content-rich product page that effectively communicated the key features and benefits. We knew from our user research that potential customers wanted to learn more beyond the technical specs of the product. This page featured a captivating brand video, detailed product images, customer reviews and pod compatibility information.
The redesign of the website has had a positive impact on key metrics. The most notable change being that mobile has become the primary platform for the initial browsing experience.
70% increase in traffic
60% growth in commercial transactions
30% increase in desktop conversions
250% increase in mobile conversions