Centralis helps Ben & Jerry’s create a super-premium online experience
The Client
Ben & Jerry’s super-premium ice cream, frozen yogurt and sorbet are made in Vermont using local dairy products and the highest-quality ingredients. Ben & Jerry’s products are distributed nationwide and in selected foreign countries in supermarkets, grocery stores, convenience stores, franchise Ben & Jerry Scoop Shops, restaurants and other venues.
The Challenge
Ben & Jerry’s is known for more than just ice cream: the company operates its business on a three-part mission statement emphasizing product quality, economic reward and a commitment to the community. The company needed a website that communicated the multi-faceted nature of their business while maintaining the playful essence of Ben & Jerry’s brand.
The Ben & Jerry’s design team engaged Centralis to help them provide an online experience that was a true representation of the company’s unique brand. The right design would showcase Ben & Jerry’s commitment to quality products and social justice in a light-hearted, interactive and fun manner.
Our Work
To provide a fun, usable experience that captures the essence of Ben & Jerry’s brand, Centralis conducted usability testing with three prototypes that varied in design theme, amount of content and level of interactivity. At Centralis Lab, participants were asked to use each of the prototypes to complete tasks like learning about Ben & Jerry’s products, reading about its Social Mission and locating Scoop Shops. In addition to assessing usability, we asked participants to compare their experiences and identify site characteristics that best captured the Ben & Jerry’s brand.
Based on our research, Centralis provided guidelines for using interactivity, games and sound (click on the cow, he moos!) in a fun, engaging manner that also enables users to find what they’re looking for easily and efficiently.
The Outcome
Ben & Jerry’s redesigned site continues to be the mainstay of the company’s online communications. Our work has provided guidance for enhancements to the site that address users’ needs, while also making them smile.
