Poland Spring
Purchase Path Optimization
CHALLENGE:
Analyze and optimize the Poland Spring Direct purchase path to increase completion rates among users looking for water delivery services.
PROCESSES:
Personas, site flows, site analysis, wireframes, technical specs, and iterative design.
SOLUTIONS:
We identified the needs and frustrations of Poland Spring's key customer segments, then refined the site to better serve those needs. Poland Spring has a vast selection of plans and products available, so we created a clear taxonomy to serve users relevant options as they moved through the process. We integrated UX best practices in product selection and checkout to eliminate drop-off and introduced live chat functionality to help ease consumer pain points.
We also created a tool to help connect users with the right delivery plans based on family size, preferences, and consumption patterns.
The result: a cleaner, more direct purchase path with lower drop-off and higher discoverability.