Krispy Kreme
Krispy Kreme Australia needed to introduce a new same-day ordering platform while continuing to use its existing Adobe Commerce experience.
Customers needed one clear journey, regardless of which platform supported their selected store or fulfilment option.
The Australian ecommerce platform was closely connected to production and fulfilment operations, so it could not simply be replaced by the global platform.
As same-day ordering was introduced gradually, different stores would operate on different systems. The experience needed to route customers correctly without exposing the technical complexity.
I worked with stakeholders and a business analyst to understand the platforms, operational dependencies and rollout constraints. This established where the systems differed and what information was needed to direct each customer to the right experience.
The customer’s location, selected store and fulfilment method determined which platform they needed. We used store selection as the routing point, making it a natural part of the journey rather than presenting customers with a technical choice.
I led the redesign of the Adobe Commerce experience and worked alongside a UI designer during delivery. The work covered the journey from browsing to checkout, including the store-selection flow that directed customers to the appropriate platform. The refreshed experience also brought the Australian website closer to Krispy Kreme’s updated global brand.
The dual-platform experience launched across Australia and supported improvements in conversion, online revenue and average transaction value. Customers received a consistent experience while the underlying platforms and operational transition remained largely invisible.
