Traditional Matcha, Modernly Crafted
To Jade Leaf, matcha is about people - from the farmers who cultivate it to the consumers who enjoy it. Through direct relationships with farmers, they offer premium quality, organic Japanese matcha at a fair price.
Challenge
Jade Leaf Matcha is the best selling matcha brand in the United States. With a strong presence across retail channels, including being a top performer on Amazon, Jade Leaf wanted to revamp its direct-to-consumer experience to better connect with its audience. ZaneRay’s goal was to create a brand-forward e-commerce experience that captured the energy of their social community, while also focusing on pathways to matcha education and product subscriptions.
Approach
Zaneray created a new design system built on Shopify 2.0 and leveraged reusable components that reflected the feeling of community, energy, and healthy living that the Jade Leaf brand is known for. Through our discovery process, we identified key objectives to carry forward throughout the new site - let the brand shine, create pathways to product education and subscriptions, and maintain a quick and effortless shopping journey.
Let the Brand Shine
Our team utilized flowing lines, offset grids, and subtle motion throughout the site design to capture the energetic, organic feel of the Jade Leaf brand. Rounded edges and soft UI elements bring a sense of approachability to the brand. The intentional usage of subtle patterns and interactive hover states also helped to create a more immersive and branded user experience.
Subscriptions
The path to product subscriptions needed to be effortless for the user while also eliminating any questions they may have around how it works. We created a landing page that not only delivers educational content around the benefits of subscriptions, but is also fully shoppable. Products can be subscribed to directly on the product card through the quick add to cart experience, or through the buy grid on the newly designed PDP interface.
High-Impact Product Pages
We designed product pages with a conversion-first approach, ensuring that the key benefits of matcha and essential product details were prominently featured. To boost customer convenience and loyalty, we seamlessly integrated a subscription-based purchase option into the user journey. Understanding the importance of educating users on the different matcha grades, we developed a UX content strategy paired with compelling copywriting to enrich the shopping experience and drive results.
Conclusion
ZaneRay delivered a highly branded and shoppable e-commerce experience capturing the unique energy of Jade Leaf brand. Through the newly crafted design system, they are now able to effectively merchandise new and upcoming products without sacrificing educational and branding content. The new design moves Jade Leaf’s direct to consumer experience forward and helps their team plan for all future goals.
