Understanding customers is the key to engaging them
Under threat from challenger brands and changing customer expectations, Costa were feeling the pressure. Our challenge was to help Costa maintain their position as market leader by improving their digital experience.
Under threat from challenger brands and changing customer expectations, Costa were feeling the pressure.
Our challenge was to help Costa maintain their position as market leader by improving their digital experience.
We began with a research programme comprising observational analysis, user testing and digital behavioural data. The programme found that Costa’s website performed several vital customer benefits, but it could do all of them better.
These included securing access to rewards and special deals, locating nearby stores and understanding products in more detail.
Using the existing customer benefits as a starting point, we redesigned, remapped and then reskinned the website using our research to inform our decisions.
We redesigned the entire site through the lens of customer needs, completely reworking the user experience. We also delivered a component library and style guide, which went on to be used by other territories and across all channels.
Just four weeks after launch club registrations had increased from 43% to 67%.
The component-based design system drastically cut the time to market for other territories; the Polish website redesign was completed by the local development team in just 8 weeks.
“We appointed ENGINE on the basis that they are highly creative, always focussed on the customer and were passionate to propel us on our digital transformation journey.”
Arslan Sharif, Global Digital and Loyalty Director, Costa Coffee