People don't want all the options. They want to be guided to the option that's best for them.
Keurig wanted to tip the ecommerce balance back in their favor.
Keurig earns the highest profit from direct sales of coffee on their website, yet they were capturing less than 5% of the market. They wanted to increase ecommerce sales from 5% to over 50%. Our mission was to identify key opportunities to make the platform the best place for customers to purchase coffee, as well as create a simple and delightful experience that encouraged them to return again and again.
/client: Keurig Green Mountain
/role: Content Strategist, Associate Creative Director
/disciplines: content strategy, creative direction, brand strategy, customer development, product strategy, MVP development
Customer development revealed motivations and desires
Customers typically purchased the same 2–3 varieties of coffee every month.
Customers were interested in coffee varieties similar to those they already knew they liked, but didn’t want to pay to try them.
The only rewards customers wanted for loyalty was free coffee pods. Most loyalty systems are designed as a by-product, rather than a motivator, of purchasing.
Customers interact with only 1–2% of the entire catalog, purchasing product in a regular rhythm. Most of the system was designed as a catch-all experience instead of an opinionated, concierge shopping experience for purchasing habits that mimic subscription.