Managing a diverse product range posed a significant challenge for the KeepCup team, with products scattered across more than 15 pages. This complexity hindered effective merchandising, especially for products with multiple variants such as colour and size options.
In response, we streamlined the product display, simplifying the process for the KeepCup team. Core products, like those with multiple colour and size variants, were consolidated into single tiles with intuitive colour swatches and size selections. This not only eased the merchandising process but also enhanced the user experience, resulting in increased Units Per Transaction (UPT). The landing pages now feature a direct Call to Action (CTA) for quick and seamless additions to the cart, optimising product configuration and display.
The KeepCup team faced a dilemma in managing distinct layouts and user experiences (UX) for their B2C and B2B platforms. The separation in functionality created complexities for internal management, demanding separate processes for each site's purpose and customer base.
To streamline operations, we implemented a solution that allowed shared functionality across both B2B and B2C sites. This not only facilitated a consistent user experience but also enabled customers on both platforms to add items to their carts directly from landing pages. Additionally, we revamped the product upload and maintenance processes, resulting in significant time savings for KeepCup's internal management team. This integrated approach optimised the eCommerce journey for both business and consumer customers.
The KeepCup team aimed to improve user navigation and education throughout the customer journey. This involved consolidating product ranges to provide customers with a broader view of KeepCup's offerings. The objective was to move away from relying on engaged users scrolling through numerous product pages to find what they wanted.
To address this, we implemented a solution that streamlined product ranges. This not only simplified navigation but also offered customers a comprehensive overview of KeepCup's products without requiring extensive scrolling. The optimised format enhanced conversion opportunities, particularly for customers in the consideration phase. By exposing users to a wider breadth of KeepCup's offerings, the new format ensured that potential products were not overlooked, providing a more engaging and educational user experience.
A primary concern for the KeepCup team was the need for a site design that prioritised speed. The challenge involved creating a responsive solution that minimised customer clicks, scrolling and input, ensuring a seamless journey from browsing to purchase.
We implemented a design strategy that intricately focused on site speed optimisation. The overall design and user experience (UX) were crafted to significantly reduce the need for excessive clicks, scrolling and customer input throughout the browsing and purchasing process. This not only enhanced the overall efficiency of the site but also contributed to a more responsive and streamlined user journey, aligning with KeepCup's commitment to a swift and user-friendly online experience.
Facing budget constraints, KeepCup (KC) lacked resources for A/B testing and data layer trackers for new features. This limitation hindered the ability to confidently present data-backed results. However, addressed pain points offer a narrative for results, focusing on qualitative improvements.
Despite the budget limitations, the redesigned site prioritised adherence to UX best practices, placing a strong emphasis on customer-centric design. Notably, the impact was substantial on smaller screens and mobile devices. The presentation of broader product ranges across fewer pages enhanced accessibility and engagement, contributing to an improved user experience.
Identifying and delivering efficiencies in merchandising and product management was crucial to optimise operational processes.
While precise data-backed results were unavailable, operational efficiencies were tangibly realised. The design improvements addressed pain points, particularly in merchandising and product management. The streamlined processes on the client's end not only overcame daily eCommerce challenges but also contributed to a more efficient and effective execution of their roles. The overall outcome, although not quantified through A/B testing, reflects a positive shift in user experience and internal management processes.
Our partnership with KeepCup was built on a shared commitment to refining the shopping experience across their B2C and B2B platforms. Recognising the complexities of their product range, we set out to streamline the journey for customers, making it easier to navigate and make informed choices. One of the most significant improvements we introduced was a shift from organising products by colour to arranging them by size. This transformation empowers users to select their desired size upfront and effortlessly compare available colour options through intuitive swatches. For consistency, we extended this enhancement to KeepCup’s B2B site, maintaining a seamless experience. Additionally, we implemented pagination on category pages, replacing infinite scrolling to alleviate any potential user fatigue when navigating lengthy product lists.
Out of Scope:
Our work aimed to resolve several challenges faced by KeepCup’s old website. These issues included navigating a diverse product range, differentiating products effectively, and optimising mobile user experiences. Additionally, we tackled merchandising difficulties, streamlined the sale pricing display, and sought to enhance the presentation of product features and benefits.