Responses by Pelle Martin, founder/creative director, Spring/Summer
Background: Simply Chocolate’s site creates an e-commerce experience around the key products, which in return leads to online sales and buzz in the community. The concept, “Unwrap Simply Chocolate,” is all about travel—from seeing the individual ingredients to seeing the fully wrapped chocolate.
Highlights: We took a very physical approach with the site design and let users interact with the product. We use the ingredients and colors to differentiate the bars as well as to create microsites.
Challenges: We are trying to create something new and fresh, which has its own bigger challenges in making the site come alive. A lot of time has gone into making a solid seamless experience for users across different platforms.
Favorite details: We are proud of the way the site flows when browsing and how users can dive into a product and unwrap it. Then we have a funny little concept during checkout where one of the bars from the box talks to users when she or he has finished placing orders.
Navigation structure: We wanted to keep it magical. For us, that meant letting the users do everything that feels natural. This aids the UX in the way that users navigate the site the same way they would with a physical chocolate bar. Browse, grab, open and taste—and then move on to the next one.
Technical features: The key has been giving users a seamless experience, which includes how users add items to the basket—that has its own tricks to keep it fast-loading while making sure the chocolate bars are still in stock.