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Creating a user friendly shopping experience
Introduction
East African Breweries Limited, commonly referred to as EABL, is a Kenyan-based company that manufactures branded beer, spirits, and non-alcoholic beverages.
The-Bar is their online platform where customers can purchase the drinks and get them delivered.
The challenge
High-performing shopping apps and websites, which deliver the excellent experiences customers now expect, have led consumers to develop high standards for their digital shopping interactions.
How do we create a shopping experience that promises pleasant browsing, seamless transactions, efficient delivery and increased customer reach, satisfaction and retention across Kenya?
Our approach
We executed an intensive research plan to gain customer insights and identify pain points and opportunities for improvement. This helped us establish both short- and long-term strategies for the website.
Usability testing
Engaging real users in task completion while recording their interactions. This was enhanced by in-depth individual interviews
Customer journey audit
We immersed ourselves in the website by completing a purchase. Our journey was documented on a customer journey map.
UX AUDIT
This allowed us to benchmark the current experience against UX standards and usability heuristics
Site performance metrics audit
Evaluating keymetrics such as SEO ranking, bounce rate, returning users, and time spent on site
Usability testing
Engaging real users in task completion while recording their interactions. This was enhanced by in-depth individual interviews
Customer journey audit
We immersed ourselves in the website by completing a purchase. Our journey was documented on a customer journey map.
UX AUDIT
This allowed us to benchmark the current experience against UX standards and usability heuristics
Site performance metrics audit
Evaluating keymetrics such as SEO ranking, bounce rate, returning users, and time spent on site
The outputs
1.
Customer Journey Map
We provided a visual representation of the customers experience with the brand across all touchpoints.
This tool help us visualize customers’ steps, emotions, tools used, duration, interaction channels , and crucially, highlight opportunities for the service improvement.
This tool help us visualize customers’ steps, emotions, tools used, duration, interaction channels , and crucially, highlight opportunities for the service improvement.
2.
Detailed research report
Our comprehensive research uncovered challenges that customers encounter as they purchase through The-Bar.
We highlighted recommendations which if implemented can enhance the user experience, improving customer reach, conversion and retention.
We highlighted recommendations which if implemented can enhance the user experience, improving customer reach, conversion and retention.
The outcomes
Our recommendations included developing a user-friendly mobile app with features such as easy installation, microcopy for address entry, secure payment storage, delivery time estimations, and a visual order tracking system through an interactive map, ultimately improving customer satisfaction and loyalty. Additionally, we suggested diversifying marketing strategies by combining physical and digital ads with influencer marketing.
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