Serving up the perfect cup is something Standard Coffee® has been doing for nearly a century. To ensure relevance in the Digital Age, we helped Standard Coffee define their core user and cut a simple path to purchase for them online – an eCommerce plan to last for years to come.
UX / DESIGN / MOBILE
Background & Challenge
With a robust coffee and tea menu that features the most popular brands and brewing options across all categories, Standard Coffee® has never had a problem satisfying their customers over the years. However, in the Age of the Consumer – where purchases are often made via eCommerce channels – their challenge moving forward would be connecting with their consumers in a meaningful and intuitive manner online. With this in mind, we set out to redesign their coffeeservice.com site to not only introduce their portfolio of products but also simplify the path to purchase and secure new sales for the brand in the eCommerce world.
Our Approach
As a first step, we solidified our understanding of the Standard Coffee core – either a 25-34 or 45-54 year old, highly educated, affluent married woman living in an expensive home in an urban area of the Northeast U.S. With this in place, we ensured all messaging on the new site would play back to the brand’s frame of reference and point of difference whenever we communicated with the core user:
Standard Coffee is a traditional coffee that lets you start each day refreshed and stay that way all day.
Brand Tonality
Hitting up on the Standard Coffee “voice” would be critical. As copy was being developed, we ensured that the brand tonality would always feel warm and inviting with messaging that was clear, friendly, easy to read and progressively current for both Home and Office visitors to the site.
Optimized Sales Funnel
Ultimately, the refreshed site would bring the purchase path to life from a series of detailed wireframes to a fully functioning site that would compel and drive customers to either sign up for coffee delivery service through coffeeservice.com or purchase coffee through the directcoffee.com site.
Measured Results
With a more cohesive and unified structure to eCommerce and service leads on the coffee side of business, DS Services® can now include their coffee websites in this same equation – with the newly redesigned coffeeservice.com as one of several sites optimized to lead the user to their eCommerce platform. Together, the ecosystem of eCommerce sites is simplifying the sign-up process and ultimately growing their water and coffee sales as well as increasing awareness of coffeeservice.com. Thus far in Q1-Q2 following the site relaunch, coffeeservice.com has seen a 23% jump in new users and 27% increase in page views since the previous year.
Connect with us.
Come check us out in the historic Marietta McClaren Mill. We’ve always got some coffee brewing and plenty of space to stretch out and chat about your business needs. Or if you’re short on time, you can just drop us a note here and say hey.
