Project Skills

  • Design
  • Photoshop
  • eCommerce
  • Prototyping


The Hershey Company contacted Rockfish/VML to help increase the conversion of impulse purchasing within Walmart’s Online Grocery Pickup platform. One of Hershey’s main revenue streams is from impulse purchases, and no one in the industry had achieved integration within the eCommerce landscape. I collaborated with our experience designer on concepts that we could build, test and present to Walmart. The challenge was presenting ideas that were not too distracting or that interfered with the current checkout process. We explored a variety of iterations – from a simple CTA and a full “checkout lane” experience to enticing consumers by showing products out of package

Post-order Add-on

Post-order Add-on is another impulse concept we created for The Hershey Company. The idea is that once the user has placed their order for online grocery pickup, we alert the consumer 10 minutes prior to their order being prepared and entice them to add checkout lane items to their order. We use an offer to help further drive open-rate and engagement with the experience

Learn more about the project. Read the following article by CNN.

PDP Interactive Style Guide

Rockfish is known for its eCommerce capabilities and knowledge, so Hershey reached out to us for a how-to eCommerce style guide. Hershey originally asked for a comprehensive PDF that breaks down the components of a product detail page and their respective impact to search and conversion. The target audience for the style guide was Hershey employees without eComm experience. Due to this lack of experience, I recommended building an interactive prototype that allows the users to go at their own pace to learn about each component. The client loved the new iteration and provided the response below

Words from the client...

"I’m really excited about this. I think the functionality looks really good, I like how the person looking at it is in control of what they want to look at, where they want to drill down. I like how you’re using an example of a real PDP to highlight where the components are. This is almost like someone walking through a PDP with me. I think it looks really cool. It doesn’t seem to be too overpowering vs. the original playbook and the number of pages. It’s "follow your own path." Much more user friendly. It works really, really well. It’s actually better than I thought it could be. It really does kind of simplify what folks are doing. It’s not as overwhelming either. I like it a lot. Hopefully it’ll be more useful to folks because it’s in a much more digestible format."

- Michelle, The Hershey Company

eCommerce PDPs

As part of the eCommerce project, we were also tasked with designing product detail page (PDP) assets for nine of Hershey’s top brands: Hershey’s Chocolate Bars, Hershey’s Kisses, Hershey’s Cookie Layer Crunch, Hershey’s Syrup, Reese’s, Kit Kat, Ice Breakers, a multi-brand candy pack and Krave Jerky.

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