Tea Drop
Ecommerce
Website
Role: Design Direction / UX / UI
Agency: Oddfellows Dentsu
Challenge
Tea Drop is a high-end tea brand established in Melbourne more than a decade ago, it represents authenticity, well crafted, richness of flavour and fine sensory experience. Despite its superior in quality, Tea Drop is not well aware by young progressive tea drinkers.
Solution
We turned the website into an modernised educational platform and improved the user experience through out the whole shopping journey.
Results
25% increase in online sale first month of relaunch.
Challenge
Tea Drop is a high-end tea brand established in Melbourne more than a decade ago, it represents authenticity, well crafted, richness of flavour and fine sensory experience. Despite its superior in quality, Tea Drop is not well aware by young progressive tea drinkers.
Solution
We turned the website into an modernised educational platform and improved the user experience through out the whole shopping journey.
Results
25% increase in online sale first month of relaunch.
Challenge
Tea Drop is a high-end tea brand established in Melbourne more than a decade ago, it represents authenticity, well crafted, richness of flavour and fine sensory experience. Despite its superior in quality, Tea Drop is not well aware by young progressive tea drinkers.
Solution
We turned the website into an modernised educational platform and improved the user experience through out the whole shopping journey.
Results
25% increase in online sale first month of relaunch.
Challenge
Tea Drop is a high-end tea brand established in Melbourne more than a decade ago, it represents authenticity, well crafted, richness of flavour and fine sensory experience. Despite its superior in quality, Tea Drop is not well aware by young progressive tea drinkers.
Solution
We turned the website into an modernised educational platform and improved the user experience through out the whole shopping journey.
Results
25% increase in online sale first month of relaunch.
Challenge
Tea Drop is a high-end tea brand established in Melbourne more than a decade ago, it represents authenticity, well crafted, richness of flavour and fine sensory experience. Despite its superior in quality, Tea Drop is not well aware by young progressive tea drinkers.
Solution
We turned the website into an modernised educational platform and improved the user experience through out the whole shopping journey.
Results
25% increase in online sale first month of relaunch.
The Process
1. In-depth Interview
We conducted interview with 10 intended audiences aged between 20-45 to understand their online shopping habits and their perception on tea drinking.
2. Competitive Analysis
We evaluated Tea Drop against their competitors in the tea and coffee industry to understand where the brand is sitting and how we can bridge the gap between Tea Drop and their successful competitors.
3. Analytics
We analysed the report to understand the visits, events and behaviour flow. We use them as the guide for improvements.
4. Speed Test
Speed test performed to understand the scores and overall performance whether it meets the requirement for an ecommerce website.
5. Enhanced IA
Building on the existing IA structure, we enhance the site from being pure retail focus to a more educational and content driven portal for modern tea drinkers.
6. Wireframes
New set of wireframes created based on our discoveries and suggestions to improve user engagement.
7. Design Direction
New design direction established to transform the retail look and feel to a premium educational ecommerce website.
8. UI Design
To communicate the new look and feel we established a new design system including iconography, typography and a refreshed colour palette. A new grid is defined to make better use of the real estate on wider and high dense displays.
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