When MillerCoors wanted to better understand the future of beer eCommerce, the unique challenges of delivery, and how to shape content for the online market, the company asked Material for advice.
Our strategy was to first dig deep for a complete view of how other retailers were approaching online sales. Then we focused on customized design, using our science-backed system to co-create, produce, evaluate, and ultimately build a template system that beer fans could use to create a personalized product page. Next, we prototyped and tested 12 new product page designs to ensure an optimal customer experience.
In addition, we crafted design principles to facilitate conversations with MillerCoors’ major retail partners, and refreshed content and imagery to ensure the beer behemoth always delivers a refreshing online experience.