The Brief

Abel & Cole had a loyal following, but it was small and stuck in its ways. They wanted people to try new things, and lots of them. They approached Pixelgroup because we have a proven, result-driven track record. They knew we could create the perfect user experience for their customers, and they were right.

Putting Abel&Cole website at the top of their organic game

After working with Pixelgroup, Abel&Cole registrations increased by 44%. That’s a lot of happy customers eating a lot of happy vegetables. Abel&Cole’s organic produce is flying off the digital shelves, and we couldn’t be more pleased.

Hungry, please help

Abel&Cole had a loyal following, but it was small and stuck in its ways. They wanted people to try new things, and lots of them.

They approached Pixelgroup because we have a proven, result-driven track record of user experience design. They knew we could create the perfect user experience for their customers, and they were right.

The magic

It took us 10 weeks to design, build and launch a website that changed customer perceptions of Abel&Cole.

Research showed us that users were sticking to the same basic box week in, week out. We needed to create a site that was informative, user friendly and practical; encouraging new users to join the Abel&Cole fold and offering existing customers new recipes, ideas and compliments, as well as gently reminding them how tempting seasonal products can be.

Designing for 'Appetite Appeal'

Everybody loves a bit of delicious and Abel&Cole deliver it direct to your door, so all they needed was a user experience that was less like banging a wonky trolley around Tesco, and more like taking a stroll to the farmers market, holding hands, having a chat and being treated like a valued customer.

We simplified the online shopping experience to make it easier for the regulars to explore the site and created a modular homepage designed to whet appetites. We gave control of the content to Abel&Cole so they could react quickly to changing seasonal needs.

Nobody wants a picnic when it’s raining so their in-house online team can upload pictures of soul-warming soups throughout winter and switch to salads once summer arrives. We called it designing for ‘Appetite Appeal’ and it was very effective.

We created a website that did justice to Abel&Cole; we worked closely with their brand developers to make sure everything we made was in keeping with their ethos, we kept the photography homely and authentic and we made sure the message was clear: eat this stuff – it’s really nice.