For many years, Amarula's website remained unchanged, despite its natural growth driven by the distinctive use of the Amarula fruit, exclusive to certain regions of Southern Africa. The Amarula team opted for a revitalization, introducing a vivid color scheme that highlights the brand's signature creamy coffee beverage and its African heritage.
I was asked to complement this rebrand by designing a new website, that surpassed its former version, catering to the modern Amarula consumer's expectations.
Despite its ambitious vision, Syarpa was missing one key aspect: a user-centered design. After reviewing their user stories and the original screen designs it was clear that everything had to be recreated from the ground up. I saw this as an opportunity to bring my expertise to the table and create a seamless and intuitive user experience.
Amarula's key stakeholders were thrilled with the project's outcome, expressing particular admiration for the African pattern that I had innovatively adapted into a border for the product section. The website's traffic surge from 20,000 to over 70,000 visitors is a testament to the redesign's impact. Moving forward, I believe an essential step for Amarula would be to facilitate direct online purchases through the site, leveraging a network of local and international third-party distributors to streamline the process for customers globally. This strategic move could significantly enhance customer engagement and sales.
