American Soda
Transforming Online Sales with a User-First Website Redesign for American Soda
I led the design overhaul of American Soda’s website and email templates to improve user experience, visual consistency, and conversion rates, translating a strong brand identity into a seamless online shopping journey.
Helping Push American Soda from E-commerce to Brick-and-Mortar.
American Soda, a UK-based retailer of imported American snacks and drinks, had a strong brand and product offering but an underperforming website. The outdated structure and interface made navigation difficult, leading to missed sales opportunities.
I was responsible for redesigning the website and email templates to reflect the brand’s fun and distinctive identity, while improving usability and driving more conversions.
I began by reworking the site’s information architecture, ensuring users could easily browse products and reach checkout in just a few clicks. I utilised mega menus with added visuals (see image) to better navigate users to product sections and designed every internal page and email, starting from wireframes through to final visuals, implementing user-friendly layouts and introducing visual cues like can pack size indicators and clear calls to action. I collaborated with a copywriter to rewrite product descriptions in a consistent, playful tone, with SEO in mind that connected with customers while staying true to the brand. I also iterated based on user testing and feedback, refining the experience to meet both user needs and business goals. The design process was intensive and highly successful, touching every page from 404 to abandoned baskets.
The redesigned site offered a significantly improved user experience, making it easier for new customers to browse and purchase. The enhanced interface, engaging content, and clear visual hierarchy helped boost conversions beyond the clients initial hope and better reflected the brand’s personality, contributing to increased customer satisfaction and online sales. Over the first 6 months after launch, the business saw a phenomenal increase in sales, which in turn allowed the business to expand to me designing an iphone App and also launching a physical shop in Manchester.
