KeepCup

The
Project

Platform
Adobe Commerce
Services
UX/UI & CRO
,
Conversion Optimisation
,
Customer Journey Mapping
,
Strategy
,
Platform Implementation
,
Systems Architecture (Strategy)
,
Audience Intelligence
,

With  increasing waste becoming a serious global issue, KeepCup stepped up to  tackle this challenge head-on by creating the world's first barista standard  reusable coffee cup.

The goal was always to kick-start behaviour change, from discard to reuse  – to deliver a positive global campaign that would change the status quo.  Today, KeepCup has grown to define a product category. KeepCups are now used  in more than 75 countries around the world and users, or re-users, divert  millions of disposable cups from landfill every day. Their actions inspire  others to do the same.

KeepCup partnered with Overdose. to revamp their online platform in  response to user feedback and their expanding product range. We partnered to  address key challenges, including optimising product merchandising, tailoring  the user experience for both B2C and B2B audiences and improving customer  education. Together, we simplified complexities to elevate KeepCup's online  experience with a humble and innovative approach, all whilst maintaining  alignment with KeepCup's sustainability values.

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Integrations

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Challenges 

+ Solutions
Challenge 01

Merchandising  Streamlining for KeepCup's Broader Product Range

Managing a diverse and ever  growing product range created complexities for the KeepCup team, with  products scattered across more than 15 pages. This complexity hindered  effective merchandising, especially for products with multiple colour and  size options.

SOLUTION

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. The landing pages now feature a direct  Call to Action for quick and seamless additions to the cart, optimising  product configuration and display.

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Challenge 02

Unified Layout and UX for B2C and B2B  Integration

The KeepCup team faced a dilemma of how to manage distinct  layouts and user experiences for their B2C and B2B platforms. The separation  in functionality created complexities for internal management, demanding  separate processes for each f

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SOLUTION

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.

Challenge 03

Designing for Optimal Site Speed

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.

SOLUTION

We implemented a design strategy that  intricately focused on site speed optimisation. The overall design and user  experience 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.,

Challenge 04
SOLUTION
Challenge 05
SOLUTION
Challenge 06
SOLUTION
overdose digital
overdose digital

UX & UI

A Journey Towards Enhanced User Experience: Collaborating with KeepCup

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.

Project Highlights:

  1. Redesigning B2C PDP and B2B List View + PDP across multiple regions.
  2. Displaying colour swatches outside dropdown menus.
  3. Enhancing B2B list view with swatches.

Out of Scope:

  • B2C category page changes (handled separately).
  • Redirects or content updates (with KeepCup’s support).
  • Size configuration (addressed as needed with related products).

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.

CLIENT
LoVE

"The work on  our product reconfiguration has significantly enhanced how our customers  interact with our offerings by minimising friction and presenting our range,  sizes, and colours more clearly. Collaborating with Overdose. was a pleasure,  as we discovered a solution that benefited both our customers and our  internal team, streamlining product management and presentation  processes."

Kela  Richardson     

eCommerce Coordinator

KeepCup

United States
Auckland
Sydney
Brisbane
Melbourne