The challenge
Working closely with the Cafédirect brand team, they expressed a desire to improve the user experience of their online store.
The needs and behaviors of their target audience were researched, and alongside this, an audit of the existing online store was carried out, all of which helped guide the design process. At the core of the Cafédirect brand are the long-term partnerships they have built with farmers all over the world, a commitment to sustainability, and exceptional quality of coffee. This message needed to be communicated effortlessly and not lost on visitors to the store.
The needs and behaviors of their target audience were researched, and alongside this, an audit of the existing online store was carried out, all of which helped guide the design process. At the core of the Cafédirect brand are the long-term partnerships they have built with farmers all over the world, a commitment to sustainability, and exceptional quality of coffee. This message needed to be communicated effortlessly and not lost on visitors to the store.
Product Focus
The team was eager to promote their limited edition products, giving them a heightened energy and focus in the store. Utilizing bold colors and motion, the products were brought to life with layered graphics behind them, showcasing the products prominently on the hero banners and product pages. The color was then carefully incorporated into each product to make a lasting impact on the display.
Journey
Each product range has its own story and allows the user to discover a wide range of distinct coffees sourced from unique places around the world. The product page was designed so each product could tell its own story and inform the user of all required product details, as well as the thought and effort that goes into making the coffee.
Each product range has its own story and allows the user to discover a wide range of distinct coffees sourced from unique places around the world. The product page was designed so each product could tell its own story and inform the user of all required product details, as well as the thought and effort that goes into making the coffee.
Creating an experience
The subscription wizard was carefully crafted to provide a dynamic, individualized experience to each user. With a goal to make the process as effortless as could be, it was designed with a simplistic layout, vivid typography, and smooth transitioning from one stage to the next. In order to better appeal to the active aesthetic throughout the store and be compatible with the increasing mobile audience, the layout was kept pared down and clutter-free.