La Marzocco Home Espresso Subscription

 

Client: La Marzocco

Project: Launch of home espresso subscription

Capabilities: Research, wireframing, copywriting, email

The La Marzocco USA team was launching a revolutionary new service — a home espresso subscription.

The background

For years, La Marzocco had built a rock-solid reputation as the world’s top manufacturer of commercial espresso machines. In an effort to expand their market, they began to make smaller machines, designed for home use. To support this product line and cater to these high-end customers, La Marzocco decided to launch a coffee bean subscription program.

However, since several other coffee subscription programs already existed, the launch needed to set them apart from the competition while still aligning with the strength and trustability of the La Marzocco brand.

The work

I was brought in partway through the project to:

  • Review the proposed page designs and user flow

  • Write copy for all the customer touchpoints (landing page, product page, emails)

After reviewing the designs, I evolved the user flow slightly by adding a product page that would allow the user to choose the length of subscription, plus answer some common questions that might have, seeing as this was a brand new program. I also updated the copy to appeal to the espresso enthusiast, who wanted the best machines and beans for their home, and who didn’t mind a bit of tinkering to really master the extraction.

Proposed Page Design #1 (not my work)

Updated Landing & Product Page Wireframes (my work)

The updated product page

LM1.PNG

Email Onboarding Sequence

Next, I wireframed and wrote an email onboarding sequence, taking a prospect from awareness all the way through to shipment notification, all while staying strictly on brand.

LM2.PNG
 
LM3.PNG
 

In Summary

  • This project was especially complicated because I was brought into the work late, without having first-hand knowledge of the project plan or user research. In addition, they asked for an incredibly fast turnaround time with all of the deliverables, since they had a launch date they were trying to hit.

  • Nevertheless, the work turned out beautiful and the launch of their first subscription product was considered a success.

  • I was able to continue helping their team with other projects for about a year.

 
Derek Gillette