UX Research for Läderach
VA DESIGNS
Chocolate manufacturer
Läderach - chocolatier Suisse is a premium manufacturer of the finest handcrafted Swiss chocolate. I was working on this project as part of Scandiweb Team.
Client
Laderach
Service
UX Research
Year
2023
Customer journey gap analysis | Laderach
About the client
The family-owned company was founded in Ennenda (Switzerland) in 1962 by a Swiss Chocolatier, Rudolph Läderach. Läderach chocolatier Suisse has distribution in more than 50 countries across the globe. Customers can experience Läderach chocolate at branded shops in more than 10 countries as well as on laderach.com.
Problem
Clients partner agency has researched the market & prepared customer journeys, identifying 2 main gaps:
People don't associate Laderach as a chocolate brand to give as a gift (Milka, Ferero, Lindt, Merci were more common answers);
People don't understand the high price behind Laderach chocolate;
Based on the research client asked how we can help them improve their eCommerce site making sure we cover 2 main gaps previously identified.
Approach
Considering none of our current audit templates where fitting the task requirements we had to come up with new approach to validate the site and provide suggestions.
To do so it was decided to tackle one journey gap at a time & within it review main pages covering that particular journey.
1. Looking at data
First, to understand pages we need to prioritizied we looked at the data and identified that most sessions start on the Homepage and in more than half of the sessions users do not reach the product page:
****This supported the hypothesis that people don't understand the price and are not conviced product is worth exploring further.
2. Listing the gaps
Next, we looked at the Homepage trying to answer the question “Are products worth the price?” and listed content gaps we saw:
3. Providing suggestions & examples:
Further in the report we answered each gap with particular solutions and examples from the competitors or related industries. Below is example of hero banner not showing the product or communicating the value.
Each example we provided had also a short comment about what is good about that particular example that client should drive inspiration from.
This approach was also repeated for rest of the pages & journey gaps.
Final report
Next steps
To move the project further it was proposed to client that Scandiweb create wireframes with guides on the suggested content & structure for main pages and pass it over to Laderachs' design agency.
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Posted May 20, 2026
Conducted UX research for Läderach to improve eCommerce site and address customer perception gaps.
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