JuneShine, a brand known for its delicious, better-for-you canned cocktails and hard kombucha, wanted to refine its website experience. They sought to remove direct-to-consumer sales while making it easier for customers to find their products at local retailers. The challenge was to ensure the website still reflected their brand's value and mission while improving the overall user experience.
Client:
JuneShine
My Role:
UX Designer
Year:
2022
Service Provided:
Copywriting, Site Architecture, UX/UI Design
Challenges
Transition from DTC to Retail Locator Focus: JuneShine was shifting away from direct-to-consumer sales, requiring a careful analysis of how this change would impact the customer journey
UX Improvement: The website needed to provide a seamless and enjoyable experience for customers to locate JuneShine products at nearby stores
Maintaining Brand Value: Throughout the changes, the brand’s ethos of sustainability, real ingredients, and refreshment needed to remain central to the user experience
Solutions
Store Locator Optimization: Every purchasing option on the website was redirected to the store locator app, making it simple and intuitive for users to find JuneShine at local retailers
Streamlined Navigation: Simplified the website's navigation to prioritize store-finding functionality while still promoting the brand’s story, sustainability efforts, and product information
Enhanced UX/UI Elements: Introduced visual cues and prompts that made finding JuneShine at local retailers effortless, with a focus on clarity and usability. Brand awareness was maintained through vibrant visuals, authentic messaging, and consistent design language.
Results
The improved user experience helped JuneShine smoothly transition away from direct sales without sacrificing customer engagement. Users now had a streamlined and efficient way to locate products at local retailers, while the brand continued to stand out as a leader in the better-for-you beverage space.
Key Takeaways
Conducted a comprehensive UX/UI audit that successfully transitioned the website from a DTC focus to a retailer-locator model
Improved the user experience with clear, intuitive pathways to finding JuneShine products at local stores
Maintained the brand’s strong identity, ensuring that customers still felt connected to JuneShine’s values of sustainability, quality, and refreshment