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Poland Spring

Purchase Path Optimization


Analyze and optimize the Poland Spring Direct purchase path to increase completion rates among users looking for water delivery services.


Personas, site flows, site analysis, wireframes, technical specs, and iterative design. 


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. 


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