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STARBUCKS PAIRING COOKIES

This summer was the Summer of Complements for me. Starbucks launched an initiative to bring the cafe experience home through various new, non-coffee releases such as these - cookies for your afternoon "me" moment cup of coffee. We were tasked with designing the product page for this new launch. Typically, when the ecommerce team is given a project, the team for that particular brand provides us with all of the assets we would need; package mechanical, package renders, any photography, and any other marketing initiatives done. However, sometimes the Amazon page needs to be published before any sort of advertising campaign happens. This was the case for Pairing Cookies. What started with one package render (that was a screenshot, mind you) and one marketing banner, turned into a full product page from above the fold to the enhanced content below the fold.

You can view the live page here on Amazon.

The Product Page

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Scroll through the secondary images

"Above the fold" is the contents you see when you first arrive on a product page. As you can see, there are "secondary" images (as seen to the right) that you can scroll through that provide more information.

The Comparison Chart

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So how does one make a templated product page more exciting? They utilize every aspect that they can. Lately we've been making it an initiative to make the comparison charts on all of our product pages work a little harder. A typical comparison chart just has all of the products on white backgrounds. Bland. Boring. Here, this is a pairing cookies. Every cookie has a flavor of coffee it accompanies. Here, I was tasked with figuring out how to focus on the coffees while also showcasing the cookies that they pair with. So, I brought in the pack shots and had cookie crumbles in the background. A subtle way to showcase the pairings without being too in-your-face obvious about it.

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