The Challenge: Shaping the Future of eCommerce and Beer
With beer eCommerce still emergent, MillerCoors wanted to understand the future of the category online. To get the process started, they partnered with Kelton to develop design principles they could bring to their retail partners, as well as tactical recommendations for their own content.
The Solution: Rapid Prototyping
To start, we looked in category and at adjacent categories to understand how retailers were addressing the unique challenges that come with beer delivery. Then we zeroed in on design —
studying, co-creating, producing, evaluating, and ultimately building principles around it. That meant creating a template system and 80+ unique web elements that consumers could use to build their own “perfect product page” for beer. Using our learnings, we next prototyped 12 new product page designs and put them to the test using quantitative research. In addition to these prototypes, we delivered design principles to facilitate conversations with MillerCoors’ major retail partners, as well as refreshed content and imagery centered around our insights and recommendations.
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