Copenhagen

BRANDING | IA

BRANDING | IA

LEO BURNETT | 2022-2023

LEO BURNETT | 2022-2023

Copenhagen Proven

Copenhagen Proven

Copenhagen Proven

Competitive Analysis & Site Improvements

Competitive Analysis & Site Improvements

Project Overview

Project Overview

Copenhagen sought to position itself ahead of its competitors by reigniting the interest of its consumer base through an emotive-driven campaign called "Proven," which would leverage brand values such as determination and commitment while leaning on its long history in tobacco to inspire loyalty.

To meet the client's user experience needs, I conducted a competitive analysis and applied the findings to an argument for improving the site architecture, which would allow us to reach the project KPI of increasing the number of unique visitors to the site by 10K for the quarter.

While the client agreed that the site architecture needed development, the project did not account for the resources required, so they decided to conduct research to inform KPIs for future site updates while pushing the "Proven" campaign forward.

Copenhagen sought to position itself ahead of its competitors by reigniting the interest of its consumer base through an emotive-driven campaign called "Proven," which would leverage brand values such as determination and commitment while leaning on its long history in tobacco to inspire loyalty.

To meet the client's user experience needs, I conducted a competitive analysis and applied the findings to an argument for improving the site architecture, which would allow us to reach the project KPI of increasing the number of unique visitors to the site by 10K for the quarter.

While the client agreed that the site architecture needed development, the project did not account for the resources required, so they decided to conduct research to inform KPIs for future site updates while pushing the "Proven" campaign forward.

The summary of our analysis

The summary of our analysis
Competitor Research

Competitor Research

Through a SWOT analysis (SWOT = strengths, weaknesses, opportunities, and threats), we realized that Copenhagen represented itself poorly through its website, putting it behind many of its competitors.

We created a plan to change this.

Through a SWOT analysis (SWOT = strengths, weaknesses, opportunities, and threats), we realized that Copenhagen represented itself poorly through its website, putting it behind many of its competitors.

We created a plan to change this.

The breakdown of our analysis

The breakdown of our analysis
Strategic Consumer Flow

Strategic Consumer Flow

Principle

Principle

Seamlessly incorporating the value into the experience allows AD21+ to experience the product faster.

Seamlessly incorporating the value into the experience allows AD21+ to experience the product faster.

Takeaway

Takeaway

When product pages are siloed, the value is not incorporated—prolonging consumer satisfaction.

When product pages are siloed, the value is not incorporated—prolonging consumer satisfaction.

Qualifications

Qualifications

We measured accessibility, learnability, and value.

We measured accessibility, learnability, and value.

Findings

Findings

We found that the best consumer flows were accessible and easy to follow. It was a bonus if they offered coupons or a rewards system.

We found that the best consumer flows were accessible and easy to follow. It was a bonus if they offered coupons or a rewards system.

Streamlined Information Architecture

Streamlined Information Architecture

Principle

Principle

Streamlining the site increases the success rate of task completion for consumers.

Streamlining the site increases the success rate of task completion for consumers.

Takeaway

Takeaway

We needed to tweak our current flow to optimize content and connect with consumers faster.

We needed to tweak our current flow to optimize content and connect with consumers faster.

Qualifications

Qualifications

We measured accessibility, ease of flow, and information quality. 

We measured accessibility, ease of flow, and information quality. 

Findings

Findings

We found the best information architecture, which made it easy for users to access the site and locate the correct information.

We found the best information architecture, which made it easy for users to access the site and locate the correct information.

Exceptional User Interface

Exceptional User Interface

Principle

Principle

Premium UI and design push beyond task completion by reinforcing the brand and inspiring deeper connections with consumers.

Premium UI and design push beyond task completion by reinforcing the brand and inspiring deeper connections with consumers.

Takeaway

Takeaway

Utilizing a less-is-more approach keeps the site focused and allows consumers to focus on the content.

Utilizing a less-is-more approach keeps the site focused and allows consumers to focus on the content.

Qualifications

Qualifications

We measured visual balance, brand aesthetics, content hierarchy, and content quality.

We measured visual balance, brand aesthetics, content hierarchy, and content quality.

Findings

Findings

We found the best interfaces reflected the brand and offered a visual balance that allowed content to shine.

We found the best interfaces reflected the brand and offered a visual balance that allowed content to shine.

Consumer Advocation

Consumer Advocation

Principle

Principle

Highlighting consumer advocacy creates confidence and encourages buy-in from first-time visitors.

Highlighting consumer advocacy creates confidence and encourages buy-in from first-time visitors.

Takeaway

Takeaway

Leveraging reviews and ratings will ensure that consumers can hear from other consumers.

Leveraging reviews and ratings will ensure that consumers can hear from other consumers.

Qualifications

Qualifications

We measured placement and type of reviews, community activity, social media presence, and the use of engagement rewards.

We measured placement and type of reviews, community activity, social media presence, and the use of engagement rewards.

Findings

Findings

We found that consumer advocacy worked best when brands aligned their values with consumer interests and featured content that married the two.

We found that consumer advocacy worked best when brands aligned their values with consumer interests and featured content that married the two.

Corporate Social Responsibility

Corporate Social Responsibility

Principle

Principle

Highlighting charitable efforts further encourages connection with consumers and makes them feel good about their purchases.

Highlighting charitable efforts further encourages connection with consumers and makes them feel good about their purchases.

Takeaway

Takeaway

Consumers want to believe their brands stand behind their values, so the site should highlight how their buy-in is helping.

Consumers want to believe their brands stand behind their values, so the site should highlight how their buy-in is helping.

Qualifications

Qualifications

We measured how the brand contributed to its featured charities and how it engaged its consumer base.

We measured how the brand contributed to its featured charities and how it engaged its consumer base.

Findings

Findings

We found brands with the most robust charity promotions featured their involvement with their consumer base.

We found brands with the most robust charity promotions featured their involvement with their consumer base.

Our MVP:
Improved Information Architecture

Our MVP:
Improved Information Architecture
Flow Optimization: Current Flow

Flow Optimization: Current Flow

We showed them what the architecture of their site looked like and explained how some areas could be condensed or better organized.

We showed them what the architecture of their site looked like and explained how some areas could be condensed or better organized.

Flow Optimization: New Flow

Flow Optimization: New Flow

In comparison, we showed them what an improved site architecture could look like and indicated how it could assist in future e-commerce additions.

In comparison, we showed them what an improved site architecture could look like and indicated how it could assist in future e-commerce additions.

Conclusion

Conclusion

The client loved our presentation and agreed with our approach. They set plans to proceed with further research to help inform KPIs for a site redesign, including architectural upgrades.

The client loved our presentation and agreed with our approach. They set plans to proceed with further research to help inform KPIs for a site redesign, including architectural upgrades.