Modern Brew Coffee
Project Summary
My Role: UX/UI Designer
Team: 2 people
Timeframe: 2 week sprint
Tools used: We use industry standard tools, the tool set of a UXUI designer are ever evolving, each tool serves a different purpose.
Our Process
Our Digital Product Design Framework provides us with direction on what we need to do, it helps define a plan and achieve our MVP.
RESEARCH
The research phase is where we hunt for data sources, talk with experts, determine UX metrics and get a better understanding of the problem and what the market and our competitors are doing.
Desk Research
During our research we came across a study that had surveyed almost 10,100 coffee drinkers. In our findings we noticed something interesting, in that the more frequent someone drinks coffee the less they are willing to pay for it monthly. Which was the complete opposite for people who only drank coffee once a week viewed it as a “luxury item” were willing to pay more than double of those who drank coffee on a daily basis.
60%
of US households use either whole bean coffee or ground coffee in some form.
74%
of Hispanics drink coffee daily, which is 12 % more than any other demographic.
Source: https://brandongaille.com/25-coffee-drinkers-demographics/A study was published in the journal Annals of Internal Medicine and involved more than 520,000 people. Their findings showed that drinking coffee regularly could improve life expectancy. The National Coffee Association (NCA) discovered that the percentage of daily coffee drinkers increased from 57% to 62% in the course of a year.
In the United States alone,
44%
of those coffee consumers are millennials.
UX Audit
I researched well-established coffee subscription companies and found a common pattern:
Many do not offer custom package subscriptions tailored to the users needs and there tends to be a lack of communication for auto subscriptions after a free trial, if one is available.
Heuristics
1:1 Interviews
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STRATEGIZE
The strategize phase is where we look for resources to better understand who, why, what and how would interact with our product.
Social Listening
As we continued to research coffee subscriptions and the top brands that are doing things well, social listening provided us the sentiment of how people felt about certain things when it comes to coffee subscriptions. We researched many social media outlets like Facebook, Instagram, Reddit, & Twitter looking for key hashtags like #coffeesubscription, #coffeelover, #bluebottle, #mistobox and a few others.
“I need some help. So I can get a coffee subscription to save on some shipping costs, however it’s only myself drinking my coffee and I go through about 12-14oz every 2 weeks. Most services only offer a monthly service.”
“I liked the design of the subscription - they email a week before reminding you it was coming with an easy link to update, pause or cancel your subscription before it’s shipped out just in case you don’t want it for whatever reason.” (Corvus brand)
Problem Statement
We have observed that people consume more coffee nowadays than ever yet finding a way to match the right kind of subscription with the customer is much more complicated than one might think. A product so personal to each customers habits has to align in a way that is able to provide subscription with just the right frequency.
Key Performance Indicators
Personas
We identified who our personas are with the use of qualitative and quantitative techniques like 1:1 interviews, desk research, and surveys.
DESIGN
When the user expectations/goals of the product are secured, and the business objectives are clear, you can move through to the design phase. This is an iterative process, and UX designers should be looking to validate any assumptions. Early experimentation makes updates much easier and helps teams work towards a seamless user experience.
Sitemap
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User Flow
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Sketches
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Wireframes
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REFINE
During the refine phase is where we alter designs based on feedback loops, continuous testing and quality assurance. Each round of iterations gets us closer to developing a user centered product.
Version 4