Simeon Poulin

Keurig E-Commerce Experience

Creating an e-commerce experience that puts the user first

In 2014, I was lead UX designer on a team redesigning Keurig’s e-commerce site. The primary goal of the project was to create a cohesive responsive e-commerce experience. The secondary goal was to address the brand strategy of Keurig and Green Mountain Coffee.

The project was initiated by hosting a user journey-mapping session at Havas. This session validated a Functional Requirements Document (RFD) that listed the initial features that the experience was to have.

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The features were grouped into “chapters” of the user journey. Participant then took one of three personas that were developed with data provided by the client through the journey.

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Features were mapped to each persona and then prioritized.

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The prioritized features list was then evaluated by representatives of the development team and given a time estimation. This enabled the team to divide features into: MVP features to be built for launch, Second iteration features to be implemented 3-6 months after initial launch, and Third iteration features to be implemented another 3-6 months after that.

The MVP Information Architecture and site structure was then designed around the features and persona goals. The data structure included a robust tagging and navigation system that allowed different personas to navigate the site in different ways.

IA Diagram by Chia Yung Hee

Information Architecture diagram by Chia Yung Hee http://www.yungheechia.com/

Once the IA was finalized, work began on the initial wireframes for top priority pages such as Home, Brewer Home, and Flavor Home pages.

Home Home Page

Home-Dashboard Home page with drop down dashboard. The goal was to get the user engaged in customizing their experience right away.

Systems Single system, brewer-finder page

flavors Flavors Page – sub-landing page. Flavors contained a robust filtering mechanism and customization engine that recommended  flavors based on user input.