Diaspora Co. is rewriting the spice trade with bold flavors, fair pay, and a deep connection to South Asian heritage; building a future that's equitable, delicious, and rooted in cultural pride.
How might we create a seamless and engaging online experience during BFCM that transforms the seasonal curiosity of visitors into meaningful connections and purchases, amplifying the mission of building a better, equitable spice trade?
Before
After
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Rewired the entire experience for the 60% customer that are landing via smart phones, killing friction from browse to checkout.
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Added ruthless categorization and filters so users actually find what they need
03
Weaponized brand colors and whitespace to control scrolls, not just look pretty
04
Packed product pages with proof (reviews, ingredients) and stories that make buying feel righteous
Reasoning
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01To improve navigation, discovery and to communicate what we have on the platform, major categories have been added on top of the page
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02Banner composition is optimised for not just sharing what Diaspora is but also to build trust and credibility with ratings. To communicate the quality, brand promises like ethically sourced, single-origin, and lab tested is added
Reasoning
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01Replaced the subscription and DIY spice shelf section with categorised product listings to focus on direct product discovery
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02Added detailed product cards with price, size, reviews, and tags to help users make informed decisions
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03Shifted to a product-first layout, prioritising easy navigation and driving sales through structured categories
Reasoning
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01Replaced the "Diaspora Co. vs. The Other Guys" comparison section with a more detailed side-by-side table to clearly communicate Diaspora Co.'s unique selling points
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02Added specific data points (e.g., “3x-5x commodity price” for farmers, “Harvest dates on every tin”) to provide transparency and reinforce brand credibility. Simplified comparisons by focusing only on Diaspora Co. and conventional grocery stores, removing ambiguity and sharpening the message
Reasoning
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01Filters and sort is placed on it’s ideal location, design to take up less space to be able to accommodate more information on the first view port
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02Important filters that are used often are placed outside. This also includes category filters to streamline the browsing experience and help users find specific products more efficiently
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03Updated product card image styles to showcase the product and its ingredients, giving customers a better sense of what's inside and enhancing visual appeal
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04Product card is optimised for easy readability by adding clear boundaries and information aligned to the left. Product ratings have been added for easy purchase decision
Reasoning
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01Enhanced product imagery by including a dynamic background (e.g., saffron strands) to make the product visually engaging and emphasise its key ingredient
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02Made the price more prominent as it is a primary decision-making factor for customers, along with clear discount displays (e.g., "5% OFF")
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03Added a "What we're cooking" section to inspire customers with usage ideas, encouraging engagement and purchase
Reasoning
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01Expanded focus from just recipes and products to a richer storytelling format by integrating content tabs like "Recipes," "Origin Story," and "Why Diaspora," enhancing customer engagement with brand values
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02Introduced regional origin information ("Grown in Pampore, Kashmir") with a visual map, building transparency and emphasizing authenticity
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03Added producer stories and visuals, creating a stronger emotional connection with the audience and differentiating the brand
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