Royal NY is a leading coffee and tea importing company. Their three brands: Royal Coffee New York, Royal Tea New York, and The Lab all unify under Royal NY and offer education as well as quality specialty tea and coffee.
The goal of the project was to redesign and help develop Royal NY’s marketing website and eCommerce experience to visually overhaul their interface, enhance the user experience, and simplify their ordering flow. Additionally, we introduced an array of SEO efforts to improve the Royal NY website’s searchability, speed, and keyword rankings.
The new website redesign helped users find more of Royal NY’s content quicker. Ordering from Royal NY was made much easier, customers can see different flavor profiles at a glance and have their favorites reordered easily. As our developers continue to help Royal NY push our updates live, we’ve seen a major increase in site speed and search traffic growth.
In our discovery and research, we completed a comprehensive UX audit of Royal NY’s existing website to identify areas for improvement and understand their offerings better. We also took a look at competitors’ navigation structures and eCommerce experiences.
Following this, we crafted design directions that followed their existing brand guidelines with a modern twist. We then redesigned the most popular pages of the Royal NY website through an iterative process, collecting feedback and making fine-tuned revisions.
With our dedicated team of WordPress developers, we worked on technical SEO improvements including increasing the site speed, removing dead links/pages, and getting rid of unnecessary code. Once that was complete, we focused on pushing the new designs live.
Royal NY’s existing sitemap and overall navigation was crowded and had many pages that were inaccessible. By cleaning up the sitemap, we refined the discoverability of the site and improved how users are able to find the content they are looking for.
When we worked through the navigational issues, it was important to decrease the time needed for users to interact and gain familiarity with the site and ensure that the updates align with the user’s mental model. We achieved a simpler system by implementing features like quick actions and filters.
Royal NY’s brands all have unique products and services requiring different checkout designs. The coffee, tea, and education offerings are all distinct experiences that need additional consideration, they have multiple warehouses, traders who work directly with you, and varied shipping methods. We created clean user interfaces and took the customization of their forms into greater detail to ensure that their customers were set up for success.
The updates made to the Royal NY website have significantly enhanced both the user experience and operational efficiency. The more intuitive design and navigation make it easier for users to access content and place orders. Customers can quickly find product information, view flavor profiles, and reorder their favorites with ease.
Technical SEO enhancements, including site speed optimization and code refinement, have improved Royal NY’s search engine rankings, leading to increased organic traffic and broader online visibility. This has attracted new customers and expanded the company’s market reach.
Overall, the redesigned website aligns with Royal NY’s brand values of quality and leadership, reinforcing its reputation as a premier importer of specialty coffee and tea. Positive feedback praised the user-friendly and modern design of the redesigned site. The project has positioned Royal NY to meet the evolving needs of its customers and market.
