Verve

Overview

The Challenge

After a successful redesign of Verve Coffee Roasters’ website, the Verve team signed a retainer with our agency. This would entail design engagements, third-party optimizations, and audits, mainly focusing on enhancing the subscription experience. As a UX/UI designer, my challenge was to maintain the look & feel of the site while introducing enhancements and new functionality.

Credits

Original UI design by Daniel Lurvey, UI leadership by Maggie Greene, UI support by TJ Hari, UX leadership by Ed Egydio, Strategy by Kristen Stanise, Development by Happy Tsugawa-banta and Cassie Rabe.

Space

E-commerce

My Role

UX/UI Design

Completed

2022 - 2023

Team

Accenture Song

new Mobile patterns

The Verve team was interested in ways to reduce mobile taps needed to get to product listing pages. To solve for this, I introduced a mobile link bar that navigates to the "coffee" page with just one tap. To balance the added space, I optimized the general navigation by reducing its height.

Before

After

Collaboration

I partnered with developers to refine the link bar. We limited the label options to six and added a scroll bar that appears on drag. The client had full edit access directly in Shopify.

Before

After

Navigation Optimizations

While the navigation performed well for simple coffee products, new customers struggled to understand the shopping journey. We improved discoverability by refining the navigation elements and prioritizing the subscription experience.

Before

After

Desktop

Introducing New Categories

We added “Shop All” and a rotating holiday link to the navigation, along with space for three other customizable links.

Adding Category Blocks

To better showcase product categories, we recommended using content blocks instead of standard links. For smaller screens, we adjusted layouts by transitioning earlier to tablet designs.

After

Mobile

Exposing Mobile Elements

To streamline user interactions, I replaced accordion menus with direct-access navigation elements.

Making Trade-Off’s

I simplified the subscription navigation by prioritizing educational content blocks over unrelated features like coffee quizzes and merchandise.

Subscription Page Improvements

Led by Ed Egydio, we designed a subscription landing page accessed via “Learn More,” providing a clear starting point for shopping by category. I collaborated with the team to ensure that the design was visually cohesive and engaging.

The Result

More Engagement

“Overall, the improved Verve website has resulted in longer user sessions up by +183%, higher consumer engagement with +27% more pages per session viewed, increase in conversion rate (+9%) and AOV (+8%).” - SMN

$60k Revenue Increase

During the first month of launch, the mobile navigation bar brought in $60k+ of revenue.

Awards

Verve was the winner of Sprudge’s Outstanding E-Commerce Web Site in 2023

Verve

Overview

The Challenge

Credits

Space

My Role

Completed

Team

new Mobile patterns

Before

After

Collaboration

Before

After

Navigation Optimizations

Before

Desktop

Introducing New Categories

Adding Category Blocks

Mobile

Exposing Mobile Elements

Making Trade-Off’s

Subscription Page Improvements

The Result

More Engagement

$60k Revenue Increase

Awards

Next Projects

Bread

Bread

Various Visual Works

Various Visual Works

Amy Myers MD

Amy Myers MD

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