"Fair-trade, community, organic."
User-unfriendly UI of the whole site, especially the coffee subscription process.
Homepage lack of branding and promotion of its values.
Hard for novice coffee drinkers to make good purchase options.
Sole end-to-end designer and researcher.
Deliver a clear homepage and intuitive navigation.
Create an easy and fun coffee subscription flow.
User Research, Strategy, Wireframing, Usability Testing, Information Architecture, User Interface Design.
Clean and simple homepage that shows core value and branding!
Easy yet fun coffee subscription process + free trial!
Community Outreach: share your coffee drinking experience!
Content Audit & Information Architecture
User Study - Social Media
Word Count of posts that have #GROUNDWORKCOFFEE
Word Count that affects:
Popular items that goes on the homepage.
Styling & Branding.
Stakeholder inquiries and market research helped narrowing down to the following coffee shop sites.
User Inquiry & Personas
MVP Features stemmed from User Insights.
Review of IA --> Sitemap
Emphasis on LEARN + COMMUNITY
What I fixed (as evolving into hi-fi)
- Homepage: added community comments section - making the site looks more local and friendly.
- Navigation: added a pointer to visually guide the attention
Before & After