A digital makeover for America’s breakfast routine

Over Easy offers simple and nutritious products, which are now wrapped in a new look and a great user experience.

discovery workshop

market research

ux design

ui design

website development

backend development

support

Project intro

Over Easy is taking on the breakfast aisles of America with simple and nutritious products made for people on the go. In a bid to improve website sales and change brand perception, redefining the approach to digital strategy became the key to turning the tide.

New kids on the block

Consumers are rapidly ditching their morning sit-and-eat routines for something quicker and more convenient. No wonder that there are a ton of options trying to satisfy those needs. However, quick fix breakfast routines might not be the healthiest choice out there. This is exactly where Over Easy comes in, with a plan to stay.

With breakfast products that are both delicious and healthy (crazy, I know) and a vision to become the breakfast company of the future, their team asked us to help them deliver on this promise. It was a delicious yes.

Started from the bottom

We kicked things off with a sneak peek of the old Over Easy website, resulting in several quick-win design proposals and general site optimisation. Followed by a 2-day discovery workshop, this small spark quickly grew to resemble something from Thor’s hammer. We were lightning fast in planning our next moves for the complete redesign of the website. Delicious.

The new age

With the website redesign in place, Over Easy wanted to make a shift from a previously colorful branding into simpler, more professional-looking aesthetics. This also included refining the customer experience strategy in order to strengthen brand awareness, reputation and trust. Or, as Kevin Costner once said: “Build it and they will come…”. Obviously he was talking about trust. 100%.

The UX of things

Shifting a brand image from point A to point B can only take you so far. Your website needs to let your customers do what they came for, in this case to buy stuff.

Completely redesigning the website navigation was the first big step forward where User Experience is concerned. Starting off the journey upon landing on the website now feels more natural than ever.

Also, did we mention a complete removal of the product collections page? By clicking on any of Over Easy products, you are taken straight to the product details page where flavors can be changed on the spot, removing one full step in the shopping flow.

Oh and just one more thing...

Create your bundle

A part of the offer on the former website were pre-bundled breakfast bars for those more adventurous among us (everyone, basically). But, there was no way of bundling products you specifically wanted into a package. Well, at least not until now.

The “Create your bundle” feature was built to accommodate this specific need, with a one-page checkout process and handsome discounts on the quantity. What does all this mean? Just imagine buying a bag of M&M’s and picking only the flavors you like. Sweet.

Now we’re here

Is this the part where we say “the end”? That’s a yes, but only when this article is concerned. With new products on the way and further optimisation of the Over Easy website in the pipeline, this signals the end of a chapter and the beginning of a new one.

The new custom website for Over Easy succeeds in its mission to look professional and clean. Just like their products do. With an easy-to-navigate interface, lots of room to breathe and a smooth purchase flow, one could say that silencing a stomach growl has become that much easier.

Check out the entire website here.