Baskin Robbins
The brand is the sister to Dunkin’ Donuts and facing numerous headwinds–seasonally popularity, impulse purchase intent, declining sales, and failing technology platforms.
I led the experience design and strategy for the website–helping define the roadmap, onboarding APIs, and crafting a digital experience that provided value to ice cream lovers everywhere.
While site development was underway, we tackled the Cake Ordering business in partnership with OLO. I led the experience design work for the initial implementation and subsequent optimization/brand redesign.
One year after launching, online cake ordering became a major revenue driver for the business: 20% lift in cake sales, 20% of purchases occurred after hours, and online orders had 25% higher ticket value than in-store cake purchases.
Homepage. Final version for development.
Homepage Concept.
Legacy Homepage.
Branded Moment/Surprise & Delight
Category Page Redesign. Ice Cream Flavors
Ice Cream Quick View. Product Detail pages were not worthwhile. Nutrition information published elsewhere.
Legacy Category Page.
Category Page Redesign. Secondary product offerings
Store Locator Redesign.
Legacy Store Locator.
Birthday Club Signup. Precursor to loyalty program.
Birthday Club Signup. Precursor to loyalty program.
Birthday Club Signup. Precursor to loyalty program.
Birthday Club Signup. Precursor to loyalty program.
