Keurig Site Reboot
Helping an innovative pioneer recapture customers online
B2C: creative director, copywriter, creative pitch lead, UX/UI (team), concepts, innovation ideation
Collaborators: Nicole Chavez, Molly Guyton, Adam Kneisler
Keurig’s web channel is business critical, with tens of millions of visitors a year. A key element to the site experience, as well as a significant revenue driver, is Keurig’s Auto Delivery program.
T3 was tasked with helping the brand evolve the user experience.
Our challenge was to improve revenue through user experience efficiencies, streamlining the sales journey, redesigning Auto Delivery specific messaging and content to better communicate the overall Keurig brand, and conceptualize making the channel more useful to their customers.
The problem:
Declining online sales required rethinking
the utility and messaging of the existing,
legacy .com experience
A once pioneering brand had been overtaken by generic
offerings. People no longer looked to Keurig as the primary
vendor for their signature pods.
Moreover, the rise of subscription services like Amazon had
displaced Keurig’s “Auto Delivery” service for K-cups.
The site was hobbled by outdated UI, a nearly non-functional
mobile experience, and indistinct front end messaging.
The process:
Rethinking what users need and want
The clunky site needed to adapt to modern users.
Above all, it needed to be smarter: deciphering more
about the user by their interactions vs. their responses
to multi-field forms and quizzes that didn’t add value
for the user.
The design:
Fresh, responsive, and reactive
The experience was built to learn from users. As they interacted, their choices influenced what they saw more (or less) of.
New features included a chatbot, who would offer recommendations based on what the user had previously browsed and ordered.
The experience also fed into CRM, influencing the offers you’d receive from Keurig, and when.
Extra credit:
Exploiting a security hole to order by Alexa
We discovered a security hole in Keurig’s existing and live legacy site that allowed us to create an Alexa script that would add K-cups to an order actually on keurig.com. This isn’t a fakey demo; we were actually able to do this and alerted Keurig during our work about the insecurity that allowed it.
Extra credit:
Auto-ordering by ’bot
I’d had this idea kicking around for awhile, but we built a prototype that would automatically order K-cups after your stash got below a certain level. We actually built this proof-of-concept and got it working.