VOLCANICA COFFEE CO.
How might we redesign the Volcanica Coffee website to better balance business goals with user needs and improve the overall customer experience?
OVERVIEW
In this project, I focused on redesigning the Volcanica Coffee Company website to enhance the customer experience by addressing usability issues and better aligning with business goals.
CHALLENGE
The main challenge was to redesign the Volcanica Coffee website to improve usability and enhance the overall customer experience, while also meeting business objectives like increasing sales and customer retention.
DESIGN THINKING
As an avid coffee drinker, I approached the redesign from an empathetic user perspective, asking, "What do I look for when purchasing coffee online?" I tackled the project in three phases: Discovery, Ideation, and Design, each informed by thorough research and iterative testing.
MY ROLE
Strategy / Research / UX/UI
PROJECT GOAL
OBJECTIVE
To redesign the Volcanica Coffee website to enhance the customer experience and meet business goals by addressing usability issues and improving the overall design.
Key Issues
Usability Problems: Identified areas where the website’s usability was hindering the customer experience.
Lack of Differentiation: Needed to highlight Volcanica's unique offerings to stand out in a competitive market.
Customer Retention: Focused on improving features that would increase customer satisfaction and retention.
RESEARCH & DISCOVERY
RESEARCH APPROACH
I conducted domain research, competitor analysis, heuristic analysis, user interviews, and stakeholder interviews to gain a comprehensive understanding of the online coffee sales landscape and Volcanica’s position within it.
KEY INSIGHTS
Domain Understanding: Research revealed the importance of quality, convenience, and ethical sourcing in customer decision-making
Competitor Strengths & Weaknesses: Analyzed competitors to identify opportunities for Volcanica to appeal to cost-conscious consumers while emphasizing its unique exotic coffee origins
Heuristic Analysis: Uncovered usability issues, particularly in navigation, product descriptions, and customer support features
IMPACT ON DESIGN
These insights guided the strategy and design decisions, ensuring the redesign would address usability issues, differentiate Volcanica in the market, and meet both user needs and business goals.
COMPETITOR RESEARCH
RESEARCH APPROACH
I analyzed key competitors in the online coffee market, such as Blue Bottle Coffee, Stumptown Coffee Roasters, and Peet's Coffee, to understand their strengths and weaknesses.
KEY FINDINGS
Accessibility: Competitors offered better accessibility and user-friendly navigation, which Volcanica needed to improve
Product Differentiation: Competitors effectively highlighted their unique selling points, a strategy Volcanica could adopt to showcase its exotic coffee origins
IMPACT ON DESIGN
This analysis informed the design choices that enhanced Volcanica’s accessibility and highlighted its unique offerings, helping to strengthen its market position.
HEURISTIC ANALYSIS
OVERVIEW
The heuristic analysis aimed to evaluate Volcanica Coffee Company's website and customer touchpoints to identify usability issues and areas for improvement.
KEY FINDINGS
Usability Issues: Assessed the user experience focusing on visibility of system status, consistency, error prevention, and help/documentation
Customer Journey: Identified strengths and potential pain points from browsing products to completing a purchase and receiving order updates
IMPACT ON DESIGN
By evaluating these key touchpoints against heuristic principles, I provided actionable insights to enhance the overall user experience, ensuring a seamless and enjoyable interaction for customers.
USABILITY TESTING
OVERVIEW
To further enhance the user experience, I conducted usability testing with three participants, representing different demographics and needs, to gain insights into key touchpoints on the Volcanica Coffee website.
KEY TOUCHPOINTS
Order Confirmation & Shipping Notifications: Emily appreciated prompt updates, which made the process feel reliable
Stock Availability & Order Cancellation: Michael emphasized the need for clear stock availability and efficient cancellation options
Brewing Guides & Customer Support: Sarah valued helpful brewing guides and responsive customer support
IMPACT ON DESIGN
These insights were crucial in refining the website’s navigation, improving product descriptions, and enhancing customer support features, ensuring a user-centric redesign.
USER PERSONA
MEET SOPHIE
Sophie is a marketing manager who loves starting her day with a fresh cup of coffee. She values detailed product descriptions and appreciates knowing the origin and flavor profile of the coffee she buys. Sophie prefers a seamless online shopping experience and values brands that emphasize sustainability.
Sophie Thompson
Age: 29
Occupation: Marketing Manager
Location: Denver, CO
Tech Savviness: High
GOALS
Seek high-quality, ethically sourced coffee with detailed flavor profiles
Prefer a seamless online shopping experience with clear navigation and product information
Value brands that emphasize sustainability and ethical sourcing
BEHAVIORS
Prefers detailed product descriptions with flavor profiles and brewing recommendations
Values prompt order updates and clear stock availability
Appreciates a user-friendly interface that allows for easy navigation and quick reordering
IDEATION
OVERVIEW
With a comprehensive understanding of the domain, competitive landscape, and user experience gathered from research and usability testing, I moved into the ideation phase to brainstorm and iterate on potential improvements for Volcanica Coffee Company.
GOALS
Seek high-quality, ethically sourced coffee with detailed flavor profiles
Prefer a seamless online shopping experience with clear navigation and product information
Value brands that emphasize sustainability and ethical sourcing
EMERGING THEMES
A look at the Affinity Map where I mapped findings and emerging themes.
Improve Product Descriptions and Content
What additional information would you like to see in the product descriptions to help you make informed choices?
More detailed flavor profiles and brewing recommendations (Jess)
Information on the origin of the beans and how they are sourced (Jess)
More information on the coffee’s acidity, body, and tasting notes (Michael)
Details on how the coffee is processed and the farm it comes from (Michael)
Detailed descriptions of the coffee’s flavor and aroma (Sarah)
Suggestions for brewing methods (Sarah)
Information about the ethical and environmental aspects of the coffee production (Sarah)
User Engagement
What features would enhance your engagement and satisfaction with our site?
Expand loyalty program options (Michael)
Enhance subscription model features (Michael and Sarah)
Encourage user-generated content and reviews (Michael)
Provide personalized product recommendations (Michael)
Enhance Visual Experience and Navigation
How can we simplify the navigation to make finding products easier for you?
Intuitive menu structure and clearer categories (Jess)
Search bar with filters for roast level, flavor notes, and origin (Jess)
Side navigation bar with filters and sorting options (Michael)
'Recommended for You' section based on previous purchases (Michael)
Distinct categories and subcategories with visual aids like icons or images (Sarah)
User-friendly search function with auto-suggestions (Sarah)
WIREFRAMES & PROTOTYPE
KEY CHANGES
Flavor Profiles: Placed front and center below the coffee name to ensure easy access to critical information.
Reviews & Ratings: Prioritized user reviews and ratings, allowing quick access to both the most positive and critical reviews.
Subscription Options: Added expandable menus for grind and subscription choices to keep the interface clean and user-friendly.
Promotional Messages: Included friendly, incentive-driven messages like “Free shipping on orders $60 and up!” near the Add to Cart button to enhance the shopping experience.
These wireframes served as a roadmap for the subsequent design phases, ensuring the final product would be functional, user-friendly, and aligned with both user needs and business goals.
RESULTS
The redesign successfully balanced business goals with user needs, resulting in a more intuitive and user-friendly website. The integration of detailed product descriptions, improved navigation, and clear call-to-action buttons significantly enhanced the overall user experience. Positive feedback from user testing indicated a notable increase in user satisfaction and engagement, positioning Volcanica Coffee Company more competitively in the online coffee market.
REFLECTION
Working on the Volcanica Coffee Co. website redesign provided valuable insights into the balance between business goals and user needs. This project reinforced the importance of user-centered design, where thorough research and iterative testing guide the process.
By understanding the competitive landscape and engaging with user feedback, I was able to create a design that not only improved the user experience but also supported Volcanica Coffee’s business objectives. This experience highlighted the significance of empathy, collaboration, and continuous refinement in achieving successful design outcomes.