Webfox Issue 7 | The Wonderful & Whimsical Landing Pages of T2
Let's look at something fun — the wonderfully whimsical and gorgeous product landing pages of the Australian artisanal tea brand T2.
Welcome to Issue 7. Let’s cheer up our midweek by looking through something fun today — the whimsical and vivid landing pages of T2.
(…And I talk a little bit about the importance of creating rich customer experiences.)
The Experience
T2 is a chain of specialty tea shops selling tea blends and tea wares.
T2’s brick-and-mortar T2 shops are a true hit to the senses. Warm aromas of brewing teas tingle your taste buds. Every corner is covered in towers of bright orange tea boxes, along with variously themed tea wares, creating an explosive pop of colours.
It’s great to see how T2’s website translates these in-shop physical experiences into a fun online customer experience.
T2 created a series of wonderful pages for the launch of their Tall Tales tea ware collection:
The main landing page.
The collections page for the tea sets.
4 individual story pages, containing a folktale style story themed around each tea set design: The Yellow Eyes of the Jungle; The Animals Find Their Voice; The Tortoise Who Humbled the Hippopotamus; and The Armadillo Finds Her Tune.
“From characters of the outback to the deep mysterious jungle, this collection has many stories to tell to those who take the time to discover them! Fine bone china, hand-painted gold detailing and crafted stories written by our inhouse creative team make this range one that’s brimming with adventure and legend!”
The copy, illustrations and use of colour immediately set the tone for the landing page.
The second section from the top banner consists of the products available for purchase. So the user does not have to scroll down too much to find the shopping experience — it can be found straight away. This is a great way to embed products in a rich online experience, and build context around the products.
Some wonderful information on the artist who designed the illustrations for this tea wares collection.
Each of the themed tea wares are presented in their own content block.
Each content block has:
A colour scheme that compliments the featured tea ware set.
Summary of the short story, along with a button to read the whole story on a different page.
Nice bright images of the products.
Links to directly purchase the products.
What a fun, creative way to present products!
The page ends with a video, with a quick art tutorial with the illustrator.
While its placement means that it is not the most important aspect of the on-page user journey, it definitely doesn’t hurt to have video content to increase engagement times.
Each of the 4 short stories have their own unique page. These pages also contain colourful illustrations, and follow the colour schemes from the content blocks of the main landing page.
Together this has the effect of creating a pleasing flow, that follows the user from the main landing page to each of the individual story pages.
Key Takeaway: The Importance of Creating Rich Customer Experiences
On-brand, content-rich customer experiences are a delectable competitive advantage for businesses.
According to PWC’s 2018 customer experience report:
“Good customer experience minimizes friction, maximizes speed and efficiency and maintains a human element […] It leaves consumers feeling heard, seen and appreciated. It has a tangible impact that can be measured in dollars and cents.”
This applies even more so for the highly competitive speed at which e-commerce moves, with new niche startups propping up all the time in the same market.
These content-heavy, fun, inspiring pages from T2 are exactly the type of content and customer touch points that I strive for many businesses to achieve.
The content is not only a creative, beautifully presented digital experience, but it is designed to drive people towards purchasing products.
Each short story is linked to specific product around that theme. This makes the online shopping experience just as exploratory as the in-person shopping experience.
When I look at these pages, from a consumer point of view (not as a UX practitioner) I am wowed! by the thought behind crafting these stories and experiences. To me it shows a level of care and consideration towards their customer base, and which type of content offers rich experiences to their customers.
It’s a delectable experience that ties in directly with T2’s fun branding.
Along with important KPIs (click-through rate, conversions, level of engagement with content, and a bunch of other important stuff), this type of creative content can help drive the brand’s unique positioning in an otherwise saturated landscape.
This is especially important for artisanal brands like T2, which have to compete with every other tea brand on supermarket shelves and e-commerce stores. Rich content that appeals to the target audience, and ties in with the brand values, is what can give some direct-to-consumer businesses competitive advantage.
Aiming for rich online user experiences, built on a content strategy, shift the focus from simple customer management, to customer awareness — and then delivering the right experience based on that awareness.
It allows businesses to meet customer needs, while serving wow!-factor interactions.