The Israeli coffee leader, first approached with a clear and concise request: to create a 1-click coffee ordering system for their clients. In addition, the app should provide users with all the information about the coffee products and the ordering process, in an intuitive and easy-to-use manner.
This project was made in collaboration with Globalbit – the leading Israeli tech and entrepreneurship portal.
Based on the client requirements and pain points of the mobile shopping, I had to find a perfect solution to meet the following objectives:
I coordinated and led all phases of design including:
1. Competitive Analysis
Building a 1-click coffee ordering system around such a service can be a bit of a challenge since this is not a regular service everyone takes.
I started with a competitive analysis of the big players in the market. Proper research of the industry was needed to proceed with the user experience design.
I collected information about the competitors’ company and their product. Discovered their mission and goals, business model, the first impression once opening and trying to use their app, user journey, the app Pros&Cons.
The competitive analysis helped to determine the strengths and weaknesses of the competitors within the required market field, potential strengths, and weaknesses of our product and served to build strategies that will provide with a sharp advantage.
2. Understanding the offline coffee ordering processes in the company
To understand better the product specifications and the industry rules, I audited the coffee offline ordering process of the company.
I interviewed relevant company’s departments including RnD, Customer Success and Marketing.
3. Questions&Assumptions
Asking questions is necessary when we are building user-centered products. Designing experiences from user data insight and not from our assumptions. Questions&Assumptions method will minimize the chance of getting it wrong.
4. Identifying user needs
To create great user experiences – it’s essential to focus on the user’s needs.
Competitive analysis results and deep learning of the company’s processes gave me a great base to pass to the next phase and identify the user needs and pain points.
I focused on defining and splitting all the customers into different groups of users. At the end of this process, I got 7 clear customer segments: Registered Clients, New Customers, Competitor’s Clients, Occasional Users and more. This study and insights I combined with usability methods created an outstanding mobile service, customized for each group of clients and able to predict their needs.
I focused my UX research on the journey the user goes through while preparing for, during and after shopping. Based on what I found out about our user types, I created user journeys to plan their assumed experience.
The key for it was to create a smart and unique experience based on the user definition. The goal of this step is to build a wizard that guide users through a process to accomplish the first goal (order coffee capsules, buy a coffee machine, get the bonus, etc.) and continue to use the app and enjoy the company products.
The objective of the visual design was to maintain a minimalist style that perfectly cooperates with Espresso Club’s brand.
Below you can see the design process and steps that I took to achieve the main request “To create a 1-click coffee ordering system”.
This research and insights helped to create an outstanding mobile and web service, customized for each group of clients with the ability to predict their needs.
Building this product has led to the business market expansion and, consequently, to the growth and strengthening of the company’s capabilities.
The app perfectly serving registered users and helps the company:
• Acquire new users.
• Minimize customer acquisition
• Minimize customer service costs
• Increase market share
• Decrease customer churn
• Maximize profits per customer
• Improve the overall quality of service
