Work: The Perfect Cup Web App

When: Summer 2016 - Present

Role: Creative Director, Experience Strategy & Design

In June of 2016, our team was asked to help Keurig devise a digital strategy to change customers’ perceptions about the brand and its coffee (often incorrectly positioned as ‘free office coffee’). The brand needed ways to appear more like the passionate coffee company brand that it is.

Based on the organizing idea Perfect is Personal™, we assembled a small A-team of experience designers, a product designer and a writer and pitched and then created and developed The Perfect Cup, a responsive web app quiz that allows customers to find their perfect cup of coffee, and learn about coffee flavors and profiles and Keurig’s deep knowledge and passion for coffee. The experience teaches customers about roasts and the flavor nuances that all coffees have, such as hints of chocolate, caramel, nuts, dried fruit and cocoa, and for taking the quiz, the brand rewards customers with a discount offer to try coffees that match their perfect cup profile. Customers have a fun, 3-minute experience, develop a deeper appreciation of Keurig’s vast selection of over 300 single-serve coffees.

The experience soft launched in December 2016 and results, usage and conversion are performing better than expected.