Diaspora Co.

55%

↑ Conversion rate

82%

↑ Conversion on Mobile

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

The Challenge

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

Reasoning

01
To improve navigation, discovery and to communicate what we have on the platform, major categories have been added on top of the page
02
Banner 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

01
Replaced the subscription and DIY spice shelf section with categorised product listings to focus on direct product discovery
02
Added detailed product cards with price, size, reviews, and tags to help users make informed decisions
03
Shifted to a product-first layout, prioritising easy navigation and driving sales through structured categories

Reasoning

01
Replaced 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
02
Added 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

01
Filters 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
02
Important 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
03
Updated product card image styles to showcase the product and its ingredients, giving customers a better sense of what's inside and enhancing visual appeal
04
Product 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

01
Enhanced product imagery by including a dynamic background (e.g., saffron strands) to make the product visually engaging and emphasise its key ingredient
02
Made the price more prominent as it is a primary decision-making factor for customers, along with clear discount displays (e.g., "5% OFF")
03
Added a "What we're cooking" section to inspire customers with usage ideas, encouraging engagement and purchase

Reasoning

01
Expanded 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
02
Introduced regional origin information ("Grown in Pampore, Kashmir") with a visual map, building transparency and emphasizing authenticity
03
Added producer stories and visuals, creating a stronger emotional connection with the audience and differentiating the brand