Interactive Web Design – Case Study
Increased the price of their MVP Product by 58% in the first 3 months for a Styling Multifunctional Cooler Bag
This stylish multi-function cooler bag is an ideal solution for individuals with a penchant for crafting. It provides a convenient and fashionable way to carry beer while on the go. The product is versatile and can be used at various locations such as parties, taprooms, hills, events, and camping. It allows the users to keep their beer cool and accessible, ensuring a perfect pour anytime, anywhere.
Year
2022
Company
Brightness Group Pvt Ltd
Role
Branding, UX Audit, Ideation, Wireframing, Market research, User Interviews, Design & Testing
Team Members
Dhruvin Dave, Kinjal Thakkar
Overview
CoolCraft is a stylish multi-functional cooler bag brand based in the UK, designed for individuals who love crafting and convenience. The product allows users to carry their beer stylishly and keep it cool while on the go—whether at parties, taprooms, hills, or camping trips. The project focused on positioning this product as both a lifestyle accessory and a practical solution for modern social occasions, ensuring a perfect pour anytime, anywhere.
Role
The team led a UX audit, website design, and Shopify website development for CoolCraft. The core responsibilities included analyzing the brand’s digital footprint, defining a clear product strategy, and designing an engaging web experience that would elevate the perceived value of the product. The role also involved working closely with stakeholders to extract brand insights and build a cohesive user experience aligned with their business goals.
Challenge/Impact
Within the first three months of launching the redesigned MVP product, CoolCraft saw a 58% increase in product price, driven by stronger brand positioning and improved customer perception. The new website not only improved usability and conversions but also opened up fresh conversations with the target audience. The clear articulation of value and lifestyle integration helped transition the product from a utility to a desirable brand experience.
Solution
The team began by conducting a short UX audit of the brand and identified emotional and functional elements that could be elevated to resonate with the target audience. Collaborating with stakeholders, they defined what success looked like, and from there, created a Shopify website that was rooted in storytelling and clarity. A hypothesis was tested by launching the MVP product first, and based on the positive traction, it validated both the product and digital strategy. The refreshed website not only improved user experience but also laid a strong foundation for scaling the brand with future SKUs and digital marketing efforts.
