Challenge

Known for functional, innovative and environmentally-friendly drinkware, Contigo®, a division of Ignite USA, LLC., has been helping consumers face life’s daily challenges since 1999. The company’s product line includes travel mugs, water bottles and kids’ cups with superior insulation and patented AUTOSEAL® technology to prevent spills between sips.

Needing an enhanced digital platform to better tell the brand and product story and drive sales both online and in store, Contigo® partnered with Gorilla to devise a commerce solution capable of engaging customers across channels.

Approach

To fully inform the solution and mitigate risk in the final design and user experience, we mocked-up interactive prototypes and conducted in-depth user testing. The data we collected from this primary research validated some of our assumptions, led us to rethink others, and ultimately resulted in a statistically relevant base, which then drove the creative process.

With the goal of a pre-holiday launch, we worked quickly but purposefully with the Contigo® team to build a responsive site that showcases their spill-proof technology and reinforces their brand message. Along the way, we coined a tagline that perfectly captures the essence of the project: "Whatever your mission, our lids are sealed."

Contigo®’s largest source of online traffic is first time, millennial visitors, and the brand's target demographic is urban, health-conscious men and women. In order to speak to that diverse audience, we worked to emphasize brand and product value throughout the purchase funnel, including during initial research and comparison shopping. We achieved this by focusing on Contigo®’s product engineering excellence, each product line's unique features, and the brand's industry-leading lifetime spill-proof guarantee.

In order to connect customers and products faster, we expanded product filtering options for color, material, volume, technology, and more, and were able to remove purchase path barriers while enabling engagement and exploration opportunities.

Additional key site integrations included WordPress for content management and FourSixty, which aggregates customer and social channel content into an organized, shoppable gallery.

Outcome

Since launch, the new Contigo ecommerce site has delivered on its promise of providing shoppers with a rich, interactive and functional site experience. As a result, the drinkware manufacturer has been able to balance and sync their several online channels with physical retail channels and distributors.