Big Green Egg.

The Big Green Egg customer service team were inundated with ordering issues, caused by an intimidating and confusing buying purchase. After all, selling high-ticket, luxury products through the web can be challenging.

The Egg—a premium, kamado-style ceramic charcoal grill and smoker—will last a lifetime, but the previous iteration of the website only catered for new customers; just the tip of the iceberg. So we set about ensure the experience supported every customer in their lifecycle, from inquisitor all the way through to lapsed.

To hand-hold each customer—and because of our core focus on storytelling—we created a “Build an Egg” video walkthrough that both educated and sold along the process. It reduced returns and complaints, and drove AOV.