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GRND Coffee House: Driving E-Commerce Growth
Cameron Aitcheson-Labarr
GRND Coffee House: Redesigning the Digital Brew
With the artisanal coffee market booming, GRND Coffee House set out to create a digital experience as rich and refined as its blends. Tasked with redesigning their website, I took a user-first approach to elevate their online presence and craft a journey that mirrors the sensory delight of coffee.
The focus of this redesign was to simplify navigation, enhance e-commerce functionality, and integrate Instagram as a traffic funnel—all while creating an engaging and personalized shopping experience for coffee lovers.
GRND Coffee House: Redesigning the Digital Brew
With the artisanal coffee market booming, GRND Coffee House set out to create a digital experience as rich and refined as its blends. Tasked with redesigning their website, I took a user-first approach to elevate their online presence and craft a journey that mirrors the sensory delight of coffee.
The focus of this redesign was to simplify navigation, enhance e-commerce functionality, and integrate Instagram as a traffic funnel—all while creating an engaging and personalized shopping experience for coffee lovers.
Old Site
Old Site
Context: Brewing a Seamless Online Experience
GRND Coffee House wanted to capture the essence of artisanal coffee culture through a platform that catered to both connoisseurs and casual enthusiasts. My goal was to create an intuitive, immersive experience that celebrates the craft behind every blend while offering practical features like:
Easy-to-navigate product discovery
Detailed coffee profiles showcasing origins, roast levels, and flavor notes
Subscription services for loyal customers
Business Impact Goals:
Global Reach: Make artisanal coffee accessible worldwide.
Revenue Growth: Boost conversions through simplified shopping and subscriptions.
Brand Positioning: Establish GRND Coffee House as a leader in online artisanal coffee retail.
The Problem: Capturing the Craft of Coffee
Despite the brand’s premium product offerings, the existing platform struggled to convey the artistry and detail behind their coffee. Key challenges included:
Clunky Navigation: Difficult product discovery process.
Lack of Product Depth: Limited information about blends left users uninspired.
Outdated Visual Identity: The interface didn’t reflect the quality of GRND’s craftsmanship.
Business Impact:
Customer Drop-Off: Frustrating shopping experiences leading to abandoned carts.
Lower Retention: Users weren’t compelled to return.
Missed Revenue: Untapped upsell and subscription opportunities.
The Solution: A User-Centered Redesign
To address these pain points, I developed a user-first design strategy focused on clarity, engagement, and brand storytelling:
Simplified Navigation: A clean, intuitive architecture that allows users to quickly explore and purchase.
Interactive Features: Personalized coffee recommendations and a seamless subscription flow.
Mobile Optimization: Responsive design to cater to users on-the-go.
Artisanal Aesthetic: Modern typography, rich imagery, and a warm, inviting color palette that reflects the craftsmanship behind every cup.
Business Impact Goals:
Higher Engagement: Encouraging exploration through interactive elements.
Subscription Growth: A frictionless subscription model encourages repeat business.
Broader Accessibility: Mobile optimization increases reach.
New Home Page
Outcome: Redefining Digital Coffee Shopping
While the project is still in development, early usability testing and stakeholder feedback have revealed promising results:
📊 Key Takeaways
Enhanced User Experience: Clear navigation and personalized coffee suggestions make the shopping journey seamless and enjoyable.
Positive User Feedback: Test users appreciated the detailed blend profiles and responsive design.
Strengthened Brand Identity: The redesign effectively conveys the artisanal craft and premium feel of GRND Coffee House.
🚀 Anticipated Business Impact
Increased Conversions: Simplified shopping experience encourages more purchases.
Customer Loyalty: Personalized touchpoints foster stronger relationships with users.
Revenue Growth: Higher subscription rates and increased customer retention drive sustainable business growth.
🔗 What I Learned
This project allowed me to dive deeper into e-commerce design strategy and experiment with integrating social media as a direct sales funnel. I learned how creating a seamless user journey and reflecting brand identity through design choices can lead to meaningful engagement and long-term customer retention.
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Posted Feb 25, 2025
Low online sales and retention. Solution: Redesigned site with mobile optimization & Instagram shopping. Impact: Improved discovery, conversions & sales
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Timeline
Jun 3, 2024 - Jun 30, 2024
