Embedded Files
Initial brief
Initial brief
With an ambition to tread lightly upon the world and support healthy choices Ethical Bean Company offers a range drinks and snacks to suit a customer needs and lifestyles
- Create a website.
- Competitor research and relevant statistics to grow brand.
- Traffic generation to the site, increase clicks and conversion.
- Ideas for generating further leads, using social media.
A live brief undertaken as part of Experience Haus Digital Product Design
Stakeholder objectives
Stakeholder objectives
After a successful year of trading the business planned to add to its fleet of Piaggios and move their ethical coffee proposition to Shoreditch with a sideline of vegan snacks and juices.
- Boost brand awareness
- Promote holistic approach to business
- Generate more traffic online
- Increase footfall
Double Diamond
Double Diamond
It was important for me (and EBC) to understand behaviours and expectations of quality, health and ethics among local customers and visitors to the new location.
I screened for the younger hipper coffe-drinkers with a ethical health-conscious outlook.
EBC planned to extend their range to include fresh juices and vegan snacks so this was also included.
Through Competitor Analysis I compared EBC’s points of difference to direct and indirect competition and learned about best practice and the nice-to-haves.
Interviews with existing and screened customers validated EBC's core values but placed them lower down the hierachy of needs, after nutritional advice, dairy and vegan options.
Pivot
Pivot
At the midway catch-up the client decided to switch focus from coffee-with-extras to launching a juice bar and range of juice-diet packages.
Because the scope of the original brief was quite broad a lot of my research and interviews were still relevant.
It was necessary to return to Discovery to learn about customers motivations for a stronger health bias and dieting.
To improve the prospect of product-market fit I worked with the client to define a brand vision. This would inform the design process and provide a reference for future decision-making.
Learning from users
Learning from users
Learnings from research helped me prioritise EBC’s objectives and map the design to user’s needs.
- Details of ingredients and nutrition give customers confidence
- Users want to know health benefits of juices and other drinks
- Brief updates on charitable projects and sustainable actions will validate ethical perceptions
- Visible ethics such as Fairtrade and veganism are a signifiers of quality
- Instagram can be a powerful channel for generating footfall
Personas and JTBD
Personas and JTBD
Both personas are health conscious and receptive to vegan options – for health reasons but also as an indicator of quality and service.
"When my diet has been compromised by my social life, I want a quick burst of discipline to get me back on track"
Maude, 42, part-time professional & parent - Primary persona"When my diet has been compromised by my social life, I want a quick burst of discipline to get me back on track"
Lawrence is looking for new foodie experiences using local searches, word-of-mouth and social media recommendations.
“When my workout is over, I want to buy a juice that is good for me and the planet, so I can feel twice as good!”
“When my workout is over, I want to buy a juice that is good for me and the planet, so I can feel twice as good!”
The Secondary persona has a reasonably balanced diet and chooses the ethical option when available.
"When I am planning to meet friends in Shoreditch, I want to find vegan snacks and drinks, so I can choose something healthy and ethical"
Lawrence, 28, Employee/student - Secondary persona"When I am planning to meet friends in Shoreditch, I want to find vegan snacks and drinks, so I can choose something healthy and ethical"
Hitting objectives
Hitting objectives
- Usability testing helped refine a user journey for diet subscription
- Research showed a need to inspire confidence in the health benefits of a broad drinks menu
- Diet subscribers and Vegan discoverers are prompted to tag and share their experiences
Brand values upfront
Brand values upfront
Brand vision statements on the home page helps customers and staff relate to the business through its ethos, products and relationships
Customer confidence
Customer confidence
Each product has a detailed breakdown of ingredients and nutrition. Users are guided through the benefits and process of juice diet packages
Follow ups
Follow ups
Scheduled reminders encourage customers to prepare, share and reflect on their diet package experience
Next steps
Next steps
The documentation handed off provided a framework and rationale to build the website, a strategy for building out their digital presence and a list of next steps to refine the design.
“We were really impressed with the amount of work you did”
- Hema, Stakeholder“We were really impressed with the amount of work you did”
“I think its great you could pick it up from the store as somehow I feel this would mean it was fresher and made for me especially, which I love!”
- Laura, usability tester“I think its great you could pick it up from the store as somehow I feel this would mean it was fresher and made for me especially, which I love!”
Google Sites
Report abuse