Choose Your Brew stock over 100 different blends of coffee and ship them all over the world. The problem they are experiencing is customers are getting overwhelmed and not committing to buying due to wide variety of choices on offer. They are looking for a way to harness all the knowledge they have gained over 10 years in the industry, and make it digestible and enjoyable for their current and potential customers.
It became clear to me that there are varying levels of coffee enthusiasts and I had to be really conscious of what information I chose to show and how I structured the hierarchy. My approach was to have roast, strength and taste clearly identifiable. Also on the product listings page I went for a really simple filtering. Nothing too confusing or overwhelming.
A future addition to the site I would suggest to the client would be a page ‘How to choose your brew’ which could be an interactive guide to identifying the right blend.
I felt it important to give the user the option of a more traditional grid view, as I’m aware the default list state above is very close to blending the lines between usability and aesthetics. To further avoid the above design choice being more of a ‘vanity’ page than functional, I introduced the collapsable filter which activates when the user scrolls down the page; freeing up screen space to include more product listings.