The portfolio of a content and design strategist
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Keurig

 

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.

 

PROJECT DETAILS
/client: Keurig Green Mountain
/date: 2015
/role: Content Strategist, Associate Creative Director
/disciplines: content strategy, creative direction,  brand strategy, customer development, product strategy, MVP development

 
We stripped down the K-Cups, giving them an album cover look and feel.

We stripped down the K-Cups, giving them an album cover look and feel.

 
 

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.

 
 
 
The physical flavor wall at Keurig's headquarters. We used this to inform our digital approach.

The physical flavor wall at Keurig's headquarters. We used this to inform our digital approach.

 
 
 
I always order the same two flavors because I never know which of the other flavors I would like.
— Erin B., Keurig customer
 
 
 

The inspiration came from a physical experience

We had an empathizing moment with customer's who told us they were overwhelmed with all of the Kuerig coffee options available. When we visited Keurig's headquarters we were greeted with a variety of Keurig machines and a wall full of all the coffee varieties Keurig has to offer. It was overwhelming, and greatly lacked context. We all ended up gravitating towards brand we recognized because there was no other information for us to work from.

 
 
 
The concept for the prototype of the Flavor Wall, the customer landing page.

The concept for the prototype of the Flavor Wall, the customer landing page.

 
 
 

What changes about the online shopping experience when it's curated just for you?

We built a prototype that keyed off our experience with the physical flavor wall. The digital “Flavor Wall” was personalized for each user based on their purchasing habits. We designed the Flavor Wall to make it incredibly easy to reorder your favorite products, while also supporting discovery by recommending varieties within the same flavor profile. The experience also featured reengagement stories that included perks and incentives for customers to continue to engage with the brand throughout the lifetime of their Keurig relationship – most importantly, rewarding loyalty with free products.

 
 
 

Customers responded strongly to the context provided at the bottom of this screen.

 
 
 

A guided experience, based on taste and preference, is the future of ecommerce

Customers that used the prototype demonstrated a higher purchasing conversion. Including features that provided content for why a customer would like a coffee variety demonstrated increased interest in trying new flavors. Featuring the exact products customer’s wanted to buy got them in and out of the shopping experience much faster, encouraging more frequent purchases. We also learned that rewarding customer loyalty with free product is the only thing that truly impacts purchasing behavior, besides better price.

 
 
 
 

SUMMARY: Ecommerce shouldn't be a maze of decisions.

Testing of the prototype revealed that the personalized e-commerce store Ultimately our prototype helped Keurig discover what motivated their customers most; determine how to use purchasing habits for a more focused experience; and design a system to help customers discover future products they would love.