MORNING JOY
MY ROLE
OVERVIEW
Morning Joy is a concept for a monthly subscription box filled with your local coffee shops bagged beans. It would provide the user with a "coffee experience" that is delivered to their home. This would support local businesses in the Minneapolis area and provide consumers with coffee shop quality during a time or circumstance when that is unaccessible. This end-to-end project was a group effort with a 4 week timeline.
User Research, User Interviews, User Flows, Information Architecture, Feature Prioritization, Sketching > Wireframes > Prototyping, UI, Testing
When the pandemic hit, it was difficult for people to get fresh artisan coffee from the local coffee shops you know and love. It was also a burden on many small local businesses. This project explores how we could provide a coffee shop experience by delivering your preferences to your doorstep.
the challenge
The high level goal was to provide an experience similar to visiting a local coffee shop through a monthly subscription. The subscription would allow the user to formulate preferences that would be delivered on their schedule.
GOALS
EMPATHIZE
User Research
Our group conducted five 1-on-1 interviews as well as a Google Survey that consisted of one hundred and twenty-one participants.
Our research plan focused on the following topics:
1. We want to understand the behaviors users have around purchasing coffee.
2. We want to understand how people usually go about buying coffee.
3. What types of coffee do our users drink/choose?
4. What things would influence you to subscribe to a monthly subscriptions service?
KEY takeaways
To organize the data, we created an affinity diagram and empathy map. We found a few common trends that provided insight on our user's behaviors around coffee.
1. Many people view coffee as a "ritual" and enjoy making an experience out of it.
2. The majority of people make their coffee at home and purchase beans from the grocery store.
3. People are interested in ways to support local businesses.
DEFINE
PROBLEM STATEMENT
Since the pandemic hit, many coffee drinkers have a hard time getting fresh local coffee for their traditional coffee makers and single serve machines. We will provide a solution by creating a monthly subscription box with local coffee beans and grounds to support our local coffee shops and supply our customers with preferences every month.
USER INSIGHTS
To get clear on what is needed from our site, I took user insights from my research and created How Might We and POV statements.
"Coffee is like a ritual for me, I'm pretty sure I'm addicted."
- Victoria
How might we help give Victoria a sense of involvement in supporting the local partners?
1. Send a card with order about the vendors
2. Provide a page where Victoria can read about the vendors and their different coffee offerings
How might we assure Victoria that she will be able to easily manage her subscription?
1. Include a section in account where users can manage subscriptions. Including and option to skip the month without having to cancel. Unlimited skips.
2. Allow users control to change their subscription settings and frequencies
3. Create a buy flow that gives Victoria choices to be surprised or pick her products if she wants to.
How might we provide Victoria with a similar buying experience when checking out her subscription?
1. Add lots photos of the bags users will get with their purchase
2. Make the buy flow interactive
USER FLOW
Tai created a user flow to show the apps start to finish path. We wanted to be sure each path could be led to either a purchase or question being answered. Blue represents the header navigation and black represents the footer navigation.
UI & Branding
I asked myself: what are we selling? Yes, coffee. But what experience are we selling? The team was in agreement that we were selling a sort of simple joy. I put together a new concept that represents the joyful experience of drinking coffee. But also added an urban feel that imitates the experience of visiting a new shop in the city.
Prototype
TESTING
User testing
We conducted three tests including four tasks each. Our objective was to learn how someone goes about getting information about Morning Joy as well as subscribing through our buy flow.
TASKS:
1. You have a question about the subscription. Look for an answer, then contact us.
2. Look at the coffee Dogwood offers, then read about their taste profiles.
3. Start a subscription and checkout (preferences given by moderator).
Changes
Some important findings from user testing were:
- User wasn't able to find the FAQ right away.
- User went to the About page to look for an answer to their question.
- User clicked on the photo of the coffee bag instead of the arrow.
- "it isn't clear how much it is".
What we implemented:
- FAQ buttons on the home page, and about page.
- Made the coffee bags clickable.
- more defined pricing
