Big Green Egg

By engaging and educating users they are now actively spending more, which is great for the client. But more importantly, hopefully customers are getting exactly what they want to create amazing food at home.

- Rotate° Team

Can you describe your project and the concept behind it?

We launched a new digital destination for Big Green Egg (UK). A site that blends shopping seamlessly with cooking to create the perfect 'eggsperience'. Sorry. The product is fairly unique in its lifetime usage and we needed to cater to that — the idea was to move from an acquisition-only approach to something that would serve everyone at different times. We're still in the process of this — watch this space.

Tell us about your initial moodboard, wireframe, or prototype. How did things change throughout the process?

As mentioned previously, the Big Green Egg is a unique product in terms of its lifetime usage. We knew it was important to create shopping funnels that could cater to people at the beginning of their ownership, right through to more experienced advocates. Relaunching the website sharpened our focus on new owners, with the "Build an Egg” feature key in introducing them to the brand. Our focus is now on creating a personalized shopping experience for the multiple Big Green Egg customer personas.

What influenced your chosen technical approach, and how did it go beyond past methods?

We tend to build eCommerce experiences in a Headless architecture now, and this was no different with Big Green Egg. This gives us and the client the opportunity to work with no compromise: best-in-class services, unlimited creative freedom and unrivalled performance. That said, they had a requirement to integrate with quite complex 3PL, which was taken from Magento to Commerce Layer (an awesome new challenger platform) adding to the work.

When did you experience a breakthrough or an "a-ha" moment during this project?

As part of our Discovery phase we actually went to a cooking day with their potential/existing customers. Here we learned firsthand that ensuring customers know how to best use and enjoy the Eggs was key to retaining customers and creating an army of Egg advocates. Education along the shopping experience was key. We also knew that the best way to do this was visually, so we doubled down with interactive video.

What web technologies, tools, and resources did you use to develop this?

Headless eCommerce, Commerce Layer, Dato CMS, Nuxt.js, GraphQL, and Figma.

How did you balance your own creative ideas and technical capabilities with a fair representation of the client’s brand?

Being a food-based product, we knew video was going to be key in enticing customers into the BGE world. As you can see on the site, video runs through a lot of what we do — so it was crucial our technical solutions could handle this, ensuring it enhanced and not detracted from the experience.

How did the final product meet or exceed your expectations?

Average order value has dramatically increased with the ""Build an Egg"" feature, (the interactive video mentioned earlier). By engaging and educating users they are now actively spending more, which is great for the client. But more importantly, hopefully customers are getting exactly what they want to create amazing food at home.

Why is this an exciting time to create new digital experiences? How does your team fit into this?

I comment within our specialism of eCommerce; with COVID the need for this has increased and with that an expectation from the consumer, too. We strive to create eCommerce experiences that are both interesting (creative and original), and effective (in selling and brand building).

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