Seattle Coffee Gear
Seattle Coffee Gear sells espresso machines and specialty coffee with a focus on approachable education.
Service
UI Design, Video, Photo
Industry
Ecommerce
Service
UI Design, Video, Photo
Industry
Ecommerce
Seattle Coffee Gear is the answer to a very specific question: How can I make an excellent cup of coffee at home?
During my time as Art Director, I led our visual design and video content, shot all product photography, and created stylized images for our social channels and emails.
During a website refresh, I designed a new menu system and account creation interface. In addition to updating the look & feel, there were three main goals:
1. Generate more coffee subscriptions
2. Improve the user experience by making the site easier to navigate and reduce friction during checkout & account creation
3. Reduce the amount of customer service calls
For the menu, I started by digging into the past data to see what customers were actually clicking on and manually searching for. Combining this data with what pages the business wanted to highlight, I created a new set of categories and menu items. "Subscriptions" was added as a top level menu item, and the other groups were simplified to create a navigation that used less vertical real estate and was quicker to understand. This also allowed for more visual space to add a banner at the top for promotions.
The previous account sign in / creation process was also visually complicated and asked for more inputs from the user than were actually needed. I simplified all aspects of the design, removed unnecessary fields, and also added the Amazon login option upfront — a capability we had, but was previously hidden in the checkout process.
The results:
• A 4x increase in new coffee subscriptions
• The majority of new customers were now using their Amazon login to place an order
• A lower volume of customer service calls related to finding info on the site (and we had people call specifically to tell us they liked the new site)
As the content creator and designer of our weekly emails, I continuously analyzed the customer data to see what people were connecting with, clicking on, and purchasing through this channel. I also implemented design changes such as:
• Mobile-first design standards and more long format content
• Hero images with paired with more instances of actual products with visible price info
• Attention-grabbing subject lines
• Clear and consistent CTA buttons
The results:
• Average open rate went up from 19% to 26%
• Click through rate increased from 2% to 3.2%
• Average sales per email grew by 69%
As the content creator and designer of our weekly emails, I continuously analyzed the customer data to see what people were connecting with, clicking on, and purchasing through this channel. I also implemented design changes such as:
• Mobile-first design standards and more long format content
• Hero images with paired with more instances of actual products with visible price info
• Attention-grabbing subject lines
• Clear and consistent CTA buttons
The results:
• Average open rate went up from 19% to 26%
• Click through rate increased from 2% to 3.2%
• Average sales per email grew by 69%
With the motto Make Coffee You Love, SCG takes the opposite approach of most of the specialty coffee industry. Instead of preaching the gospel of coffee snobbery, our educational videos were always focused on being approachable and fun. As the owner of our popular YouTube channel, I directed multiple videos each week and led our overall content strategy. In just over a year, the channel gained 31,300 subscribers and 9.3 million views. In the same months from the year prior, it gained:
+ 351% overall video views
+ 355% views per video (from 3,400 to 15,500)
+ 138% total engagements
We also had our first viral video, the "$300 vs. $3,000 Espresso Machine Challenge". This came from an idea I had to create a series where we would pit a cheaper product against a much more expensive rival. This quickly became the channel's most popular video of all time, with almost 2 million organic views.
Below is a paid ad spot for social media, and a video featuring our different products and brew methods that can be used while traveling.
As the content creator and designer of our weekly emails, I continuously analyzed the customer data to see what people were connecting with, clicking on, and purchasing through this channel. I also implemented design changes such as:
• Mobile-first design standards and more long format content
• Hero images with paired with more instances of actual products with visible price info
• Attention-grabbing subject lines
• Clear and consistent CTA buttons
The results:
• Average open rate went up from 19% to 26%
• Click through rate increased from 2% to 3.2%
• Average sales per email grew by 69%