B2C

Co-founding:
Sipside

Overview

A colleague from Product Management and I were asked to join forces for a "speedboat" to test and create a new digital venture in the food & beverage space. We both have a heart for a good drink but also try to live a healthy lifestyle, so why not look into an online shop for non-alcoholic drinks? The market is growing and we see a lot of potential to create a great user experience here.

From the first prototype to the shop as it existed, I had the pleasure to create and design everything and take the role of a startup co-founder as well.

The shop was discontinued end of 2023, please keep in mind that on staging you can't see the full functionality anymore as the CMS is disabled:

view Staging

Setup

Duration: May 2022 – December 2023
Team: Oetker Digital
Industry: Food & beverage
Role: Design Lead & Co-Founder

In a nutshell

Empathy work
User Research
User Interviews
Personas
Ideation Workshops
Design process
Landing page & Shop Design
Webflow Implementation
Brand Identity
Content Creation & Social Media
Marketing
Online marketing assets
Copywriting & Brand Communication
Packaging Add-Ons
Email Marketing

Details

May 2022 – Dec 2022: Shaping the idea
Understanding our customers
We identified potential target groups and interviewed them to learn about their drinking and shopping habits to qualitatively validate if there is any demand for a non-alcoholic shop and which added value we could create.
We discovered that choosing a non-alcoholic drink especially in group gatherings comes with uncomfortable questions and stigmatization.
Also, the market for non-alcoholic drinks is growing but still quite unknown: customers are insecure in their choice as they can't tell whether these new products will be worth the price.
Quantitative demand validation
We thought of possible features on our site that could relieve the pains we discovered. I created a landing page with the working title CinCin that focused on two consulting features as these were our most critical assumptions and asked for feedback on other potential features.
Smoke Test: Marketing channels
I created the visuals as well as texted the ads for Facebook and Instagram that targeted three different target groups with three different USPs. They gave us valuable insights on which USPs are working for which user group and what we should focus on in the future.
From testing to tasting
We gathered colleagues for a structured drink tasting at the office, rating not only the drinks but also validating the adapted consulting features that performed best in the smoke test.
This way we had a basis for our taste tags and matching drinks recommendations on the page, which are essential parts of our approach to bring value to the customers without being another standard online shop.
Business Model validation
After the successful landing page test we adapted and extended our business model assumptions and prepared for a mini MVP.
We created a first rough brand identity in collaboration with colleagues from our Brand Strategy team. Based on that I started to design the shop and new ads.
Shop implementation
Within four weeks I implemented the shop in Webflow with support from colleagues from Data & Insights and Marketing team and of course with my partner in crime from Product.
Our shop aspires to be empowering, fun, bold, inclusive and informative for everyone that likes a good drink – whether it be with or without alcohol.
In this mini MVP we accepted orders and did operations and fulfillment all by ourselves in a team of two for a 3 week test span.
Jan 2023 – Dec 2023: Proof of Concept
Shop Launch
With the official lauch, we renamed our shop and gave the brand Sipside its final touches. I designed screens like homepage, category and detail pages for recipes and products, the drink finder questionnaire and more.
This launch required new processes for buying and fulfilment. We partnered with colleagues from another Oetker Group company that is specialised in logistics of beverages. They took over the whole fulfilment process for us while we took care of customer service and of course all things frontend.
Asset Design
We wanted to give a personal touch when guiding our customers through the world of non-alcoholic spirits. So I designed our own icon set, e.g.. for Gin flavors.
Packaging
To send a personal note to our customers with their drinks, I designed postcards for personal use or to send to a friend with a discount code provided on the back.
Our business cards came in the same style. We iterated the designs during the last months to give some variety to recurring customers.
Meta Ads Design
We identified Instagram and Facebook as best performing marketing channels. Every month I delivered 4 to 6 different ads. We used ads with brand focus and also promoted product specific offers.
Besides statics and self-recorded videos, I also used animations to create a broad range of ads that we could test against each other.
With the help of our Marketing Manager supervising the campaigns we planned and iterated on the results to find out which approach is best performing in our target groups.
Content creation
I really much enjoyed creating content for our Facebook and mainly Instagram page.
Whether it was to promote a new product or bring a recipe closer to our customers, filming and editing was always a fun experience. We noticed that UGC-style content works best with our target group, so I could experiment with that a lot.
Check out our Instagram page to see what else I created.
Art Direction
As we also produced own content with the help of a photographer, I directed the shoot and gave a helping hand from time to time (literally).
Understand our customers
We identified potential target groups and interviewed them to learn about their drinking and shopping habits to qualitatively validate if there is any demand for a non-alcoholic shop and what added value we could create.
We discovered that choosing a non-alcoholic drink especially in group gatherings comes with uncomfortable questions and stigmatization.
Also, the market for non-alcoholic drinks is growing but still quite unknown: customers are insecure in their choice as they can't tell whether these new products will be worth the price.
Quantitative demand validation
We thought of possible features on our site that could relieve the pains we discovered. I created a landing page with the working title CinCin that focused on two consulting features as these were our most critical assumptions and asked for feedback on other potential features.
Smoke test: Marketing channels
I created the visuals and texted the ads for Facebook and Instagram that targeted three different target groups with three USPs. They gave us valuable insights on which USPs are working for which user group and what we should focus on in the future.
From testing to tasting
We gathered colleagues for a structured drink tasting at the office, rating not only the drinks but also validating the adapted consulting features that performed best in the smoke test.
This way we had a basis for our taste tags and matching drinks recommendations on the page, which are essential parts of our approach to bring value to the customers without being another standard online shop.
Business Model validation
After the successful landing page test we adapted and extended our business model assumptions and prepared for a mini MVP.
We created a first rough brand identity in collaboration with colleagues from our Brand Strategy team and I started to design the shop and new ads on that basis.
Shop implementation
Within four weeks I implemented the shop in Webflow with support from colleagues from Data & Insights and Marketing team and of course with my partner in crime from Product.
Our shop aspires to be empowering, fun, bold, inclusive and informative for everyone that likes a good drink – whether it be with or without alcohol.
In this mini MVP we accepted orders and did operations and fulfillment all by ourselves in a team of two for a 3 week test span.
Shop Launch
With the official lauch, we renamed our shop and gave the brand Sipside its final touches. I designed all screens necessary:
_ Homepage
_ Category and Product Detail Pages
_ Recipes and Recipe Detail Pages
_ Drink Finder/Quiz
_ and more
Assets
We wanted to give a personal touch when guiding our customers through the world of non-alcoholic spirits. So I designed our own icon set for Gin flavors.
Packaging
To send a personal note to our customers with their drinks, I designed postcards for personal use or to send to a friend with a discount code provided on the back.
Our business cards came in the same style. We iterated the designs during the last months to give some variety to recurring customers.
Meta Ad Design
We identified Instagram and Facebook as best performing marketing channels. Every month I delivered 4 to 6 different ads. We used ads with brand focus and also promoted product specific offers.
Besides statics and self-recorded videos, I also used animations to create a broad range of ads that we could test against each other.
Content creation
I really much enjoyed creating content for our Facebook and mainly Instagram page.
Whether it was to promote a new product or bring a recipe closer to our customers, filming and editing was always a fun experience. We noticed that UGC-style content works best with our target group, so I could experiment with that a lot.
Check out our Instagram page to see what else I created.
Art Direction
As we also produced own content with the help of a photographer, I directed the shoot and gave a helping hand from time to time (literally).
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Happy to get in touch:
+49 151 17828 422
lisacarlotta.schley@gmail.com
www.linkedin.com/in/lisa-schley/