Pasta Evangelist
A new e-commerce site for a premium UK pasta subscription service.
2022
Project By
David
Pasta Evangelists, a premium UK pasta subscription service, embarked on a comprehensive redesign to enhance their e-commerce experience and address critical user interface challenges. Over a five-month period, the project focused on streamlining the customer journey, from recipe selection to account management. Extensive market research and customer surveys revealed key pain points, including complicated recipe selection, unclear rotating menus, and a confusing subscription model. By conducting in-depth usability testing with eight participants, the team developed high-fidelity prototypes that targeted these specific issues, reimagining the listing pages, checkout process, and user account section.
The redesign proved remarkably successful, delivering significant business improvements across multiple metrics. The new interface resulted in a 16% increase in "double-portion" orders, a 20% reduction in customer service calls, a 14% rise in subscription value, and an 8% boost in checkout conversions. By prioritising user-centric design and addressing customer frustrations, Pasta Evangelists transformed their digital platform into a more intuitive, efficient, and user-friendly service. The strategic approach not only improved the immediate customer experience but also positioned the company more competitively within the dynamic UK meal subscription market.
