The Polsky Center for Entrepreneurship at the University of Chicago
Leveraging design and language to increase sales conversion rate.
Key Objectives
The Polsky Center tasked with me transforming a local coffee catering company’s brand and website in order to attract higher-paying customers (i.e. weddings, TV shows productions, and corporate clients).
Methodology
Employing a First Principles approach, I first understood the identity of the brand by interviewing the founder. Then, I cold called 10+ competitors’ to learn more about their pricing strategy.
With this data, I redefined the brand's mission, specifically choosing the warm, Southside Chicago service her and her team provide as the primary differentiation from their competitors.
Process
After analyzing 10+ local, national, and international brands’ advertisements and websites (e.g. Blue Bottle Coffee, Luckin Coffee, Seesaw Coffee), I determined the company needed to adopt a simple, elegant color scheme with messaging focused on customization, hospitality, and quality in order to attract desired customers.
I chose to use a light, cream color scheme as the website’s new theme with Serif and Sans Serif fonts to emphasize key messages.
Results
The newly designed website increased sales conversion by roughly 10% as compared to the original (through A/B testing).
I revamped their pricing plan, product offerings and flyer design after conducting calls inquiring each of her competitors’ pricing and products.
Overall, the updated designs reflect a modern, warm, and high-quality catering service.
Original Website
New Website
