As we all know, choosing a Krispy Kreme doughnut is one of the most difficult challenges facing mankind… Original glazed or cinnamon? So when we designed the e-commerce platform, we wanted to inject as many human behaviours as possible to help people choose which doughnuts to buy.  

The idea – Krispy Kreme’s Touchy Feely Doughnut Store.

We designed and built a fully responsive e-commerce site, that lets consumers touch, feel and even lick the doughnuts…yes lick…before they buy.

We wanted to bring the best experiences from the Krispy Kreme stores and products into the digital world, so we worked with Krispy Kreme’s iconic brand look and feel, and implemented it into a playful, human centric design solution which has seen sales results up 190%.

We set guiding design principles:

Keep it minimal. Make it tactile. Let it be colourful. And keep it kinetic.

The navigation was designed to mimic the real-world experience of Krispy Kreme. Right from the first scroll, the lid lifts off a box of Krispy Kremes inviting you to curate your own dozen.  

The fully responsive e-commerce site let consumers touch, feel and even lick the doughnuts.

We crafted new ways to navigate the products and experience the brand to make it as easy as possible to choose the right doughnuts. Responsive design and touch technology helped to create a unique interface experience that lets the user touch and feel the doughnuts before buying.

‘Dough-slice’ – let’s you swipe through and see the fillings.

A custom-built doughnut-slicer interface that allows you to swipe through and reveal the delicious fillings. Bespoke cross section imagery of both doughnuts and milk shakes is now implemented with every single new product.

‘Shake-away’ – shake your phone to take away a random dozen box.

A customised mobile experience where you can shake your phone with excitement, triggering a random selection of doughnuts to cascade into your Krispy Kreme doughnut box.

‘Lickable layers’ – use your tongue to lick away the layers of icing before you buy.

The store lives primarily on mobile browsers. It’s also accessible via desktop browser and social media acts as a gateway into the store.

We saw significant improvements in site engagement across a variety of metrics:

Total sales revenue up 190%

Conversion rate for Mobile went from 0.14% to 0.96%; 7 times increase

Transactions up 385%.

Time on site up 360%; from just 30 seconds to 2 min 23 sec

Bounce rate improved by 57%; from 87% to just 28%

Repeat visitors up 252%; from 7% to 25%

Number of daily organic sessions increased by 67%

Number of pages per session up 183%; from 1.3 to 3.8

Page views up 437%; from 740K to 4m in just one year.

We massively shortened the time to purchase from 5.2 days to 2.3 days; 57% improvement. Average page download time 62% improvement.