Today Krispy Kreme is reaching a bigger audience than ever by bringing joy to every step along the customer journey. Customers are now easily connecting with their delicious sweet treats through the online store on the website and mobile devices with interactions as unique as the brand.
Krispy Kreme is one of the most recognized global brands. With unique, warm storefronts that deliver on customer promise time after time, it was time for the brand to bring the in-store experience online. By not only delivering a seamless customer experience, but also adding a few surprises along the way.
It starts with understanding the business inside out, from the Hot Light™ to the doughnut theater. Developing a plan to align with each business stakeholder and progressing with a collaborative and iterative process to define and develop a digital ecosystem with a fun, easy-to-use path to purchase.
A scalable design system that includes the app, website, and digital signage all built on management platforms to allow promotional messaging, limited-time-offers and inventory control to seamlessly roll out to provide the right message at the right time to consumers.
A new scalable foundation for Krispy Kreme's experience of the future. An ecommerce channel that delivers revenue, and the joy of the Krispy Kreme brand connecting the digital and physical experiences. All resulting in an immediate increase in app downloads, positive reviews, greater website traffic, and more loyalty program sign ups.
store integrations in first year
increase in user sessions in first 4 months
increase in loyalty program interest
Glazing a New Trail On the Web
The multidisciplinary team - strategy, UX, design, and development used a customer-centric and iterative approach to design, develop and optimize the KrispyKreme.com website. Visitors can search for their closest shop, check for Hot Light hours, order their favorite dozens, start a fundraiser or buy branded merchandise. Each experience is carefully engineered to connect every aspect of the technical framework with the customer in mind.
Fresh Hot and Mobile
Building on the customer-centric and iterative approach, the Krispy Kreme app was developed to provide all the features and fun from the desktop in a mobile experience for iOS and Android users. Simple, intuitive design let's users build their own dozen, and quick access to features such as scan + pay for in-shop purchases, mobile ordering, push notifications when the Hot Light is on, and in-app offers, provide a fun way to keep the brand at your fingertips.
Introducing online ordering to the website and mobile app opened a completely new revenue channel for the brand. Whether choosing doughnut delivery to your doorstep or ordering online to skip the line with in-shop pickup, the ecommerce experience was built to provide a fun and convenient way to share sweet treats with Krispy Kreme customers. Additional features also include build your own customized dozen, send a gift of doughnuts, and rewards for online purchases.
Each Flavor of Business Brought Together
There are many parts to every business, bringing those together in multiple cohesive touchpoints is always a challenge. For Krispy Kreme the answer is a custom middleware solution that lives in between the client-side and the interactions with front-end and back-end requests. This centralizes the logic into a client-owned layer reducing code redundancy, unifying customer data and securing access to all back-end resources.
A Full Shop In Your Hand
Nothing can quite replace the experience of stepping into a physical Krispy Kreme shop. From the Original Glazed® Doughnut, to a Chocolate Iced or Strawberry Iced with Sprinkles, building your perfect dozen is a joy. Krispy Kreme has brought that experience out of the case and into the screen. The ability to visually make selections and add to a virtual dozen creates a fun interaction for customers.
From The Small Screen To The Big Screen
The flexible design sytem for the app and website easily expanded to support and visually execute the new menu strategy. This provides a consistent experience for customers on their phone, at the counter, or in their cars at the drive-thru. This level of content and quality control keeps all visual elements – food, drinks, pricing, and special offers streamlined and presented with accurate brand standards. Shops now have the control to support customization with localized themes and season availability while maintaining brand standards indoors and out.