Overview
Since its inception in 1978, Ben & Jerry’s has walked the tightrope of commerce and care, blending their products and social mission. Their last redesign took place in 2012, and they were in need of a new digital experience that showcased who they are today. They needed a site that could highlight their evolved values and energize fans with their delectable new product offerings.
Method worked with Ben & Jerry’s to completely overhaul their information architecture and content strategy, as well as create a scalable design system that would support a mobile-first experience across the customer journey.
The work helped to deliver a modern take on an iconic brand that invests as much in its values as it does in developing cult-classic ice creams and treats.
Method worked with Ben & Jerry’s to completely overhaul their information architecture and content strategy, as well as create a scalable design system that would support a mobile-first experience across the customer journey.
The work helped to deliver a modern take on an iconic brand that invests as much in its values as it does in developing cult-classic ice creams and treats.
Offerings
Design Systems
Brand Strategy
Customer Journey Mapping
UX/UI Design
Release the past, sprint toward the future
Challenge
For decades Ben & Jerry’s has consistently set new standards for what an activist brand can be, but their website was not keeping pace with the times.
The disorganized chaos of different components and pages, along with disjointed navigation and search structures, made the simplest tasks difficult for fans.
They needed a partner to define and design a new online destination to bring their brand and values to life and encourage purchases and participation along the way.
The disorganized chaos of different components and pages, along with disjointed navigation and search structures, made the simplest tasks difficult for fans.
They needed a partner to define and design a new online destination to bring their brand and values to life and encourage purchases and participation along the way.
Taking a strategic step back
Information architecture & content strategy
Unraveling a site over 10 years old is a challenge. Outdated content, broken components, and strange bugs are just a few of the obstacles to overcome. Ben & Jerry’s needed a clean slate and a fresh vision.
Working with key stakeholders, we aligned on project goals, audited the existing website, analyzed the site’s performance, created a new information architecture (IA), and crafted a content strategy for the new website. We focused on reframing the site as a platform that allows fans to purchase the products they love or join Ben & Jerry’s social mission by participating in causes they care about.
Working with key stakeholders, we aligned on project goals, audited the existing website, analyzed the site’s performance, created a new information architecture (IA), and crafted a content strategy for the new website. We focused on reframing the site as a platform that allows fans to purchase the products they love or join Ben & Jerry’s social mission by participating in causes they care about.
A digital delight
The new experience goes beyond a typical e-commerce website to a platform that builds meaningful connections with fans and facilitates action to support causes championed by Ben & Jerry’s.
It’s simple to create a passive content and commerce website, but providing an experience that creates authentic, genuine engagement with customers is truly impactful.
It’s simple to create a passive content and commerce website, but providing an experience that creates authentic, genuine engagement with customers is truly impactful.
