Although AINSI THÉ had a logo and a general understanding of its business mission, it struggled to clearly convey its core value of offering "drinkable puer tea" versus "investment-aged puer tea" in its communications and tea ceremonies. To provide customers with a pleasant tea experience at home during the pandemic, we needed an online e-commerce platform for AINSI THÉ's customers.
Translating the in-store experience of puer tea online
Enhance the conversion rate and brand awareness
Reduce the high bounce rate and increase customer engagement
We discovered that our customers need easier navigation, clear sections for key benefits of different puer tea section and payment options, better display of product details, and higher-quality images for a stronger brand impression.
Through testing, we understand many users encounter key issues with buying product on our website: insufficient product information, which complicates usage; inability to purchase small quantities of tea, deterring casual buyers and a slow checkout process that increases bounce rates.
Online shoppers, who are often less acquainted with in-store experiences, require more detailed instructions. In contrast, in-store customers benefit from immediate assistance and direct interaction with our products, including the opportunity to taste tea firsthand.
This user journey map was created to illustrate how our customers purchase tea products through our initial online website.
Improve the user experience by developing a clear information architecture and visual identity for product selections. This will facilitate easier navigation and help customers quickly find what they're looking for online. Enhancements will include redesigned checkout buttons and comprehensive displays of product details and tea brewing instructions, ensuring customers receive all essential information to replicate the in-store tea brewing experience.
Information Architecture
Shoppable Navigation
Member Account
After-Sales Service
By dividing it into two sections: "Shop" and "Collection" This will allow users to easily navigate to their areas of interest, whether they are looking to purchase tea for drinking or for investment.
The site features sticky buttons feature for "Add to Cart" and "Buy Now" for viewing product information that stays at the top while scrolling, enhancing navigation with elegant motion.
Member account system is ensuring that the registration process is user-friendly while clearly communicating the benefits. Offering discounts, order tracking, and personalized recommendations can attract sign-ups.
We realized that during covid 19, maintaining customer engagement post-purchase poses a challenge, especially in linking the in-store experience with the at-home experience. Offering continuous value through after-sales services such as exclusive content can foster engagement, but it's crucial that these services bridge the gap between physical and digital interactions to sustain interest and loyalty to our brand.
Customers can now select 10g samples of different teas, perfect for tasting or travel. This allows for flavor experimentation and convenience, enhancing the overall shopping experience by catering to diverse needs and preferences.
Increase conversion rates by 30% within 60 days of launching and tripling e-commerce growth over a year.
By offering unique, educational content through the brewing podcast accessible via QR codes, our brand can keep customers engaged beyond the initial purchase. This ongoing engagement fosters a deeper connection with our brand, increasing customer retention rates.
Offering a seamless integration of in-store quality and at-home convenience elevates the overall brand image. Customers perceive the brand as innovative and customer-centric, which can differentiate it in a competitive market.
