project overview

project overview

As part of my UX/UI design course, I was given a task to design an
E-commerce website.

Creating a specialty coffee e-commerce website involves several challenges,
particularly in the realm of UX/UI design.
Here are some challenges I encountered throughout the project:

Challenges

Challenges

Complex Product Information

Complex Product Information

Specialty coffee often comes with detailed information about origin, flavor profile, processing methods, and more.

User Education

User Education

Educating users about the nuances of specialty coffee, such as brewing techniques which serves as a main factors on the bean taste and aroma.

Solutions

Solutions

Complex Product Information

Complex Product Information

Designing an interface that conveys comprehensive product details without overwhelming users can be challenging. Balancing information density with readability is crucial.

User Education

User Education

Incorporating intuitive educational content to guide users through the unique aspects of specialty coffee can enhance the user experience.

Complex Product Information

User Education

Target audience and user research

Target audience and user research

Target Audience

Target Audience

To identify my target audience, I conducted a survey among members of specialty coffee groups on Facebook. The survey gathered demographic and behavioral data, revealing that the majority of respondents were specialty coffee enthusiasts willing to invest in high-quality, premium products that align with their specific taste preferences.

A significant portion of my audience owns an espresso machine at home, indicating their commitment to recreating a café-like experience. Additionally, many participants expressed the importance of knowing the origin, production process, roast level and control over the type of grinding to their selected beans, as this information helps them determine if a product meets their taste expectations.

These insights guided the UX/UI design to cater to users who value transparency and quality in their coffee choices.

User research

User research

After Identifying my target audience, I was able to get a few insights about how I can tailor the UX/UI design and product offerings to better resonate with the specific needs and preferences of my ideal audience.

I conducted a survey among coffee specialist lovers on social network groups on channels like Facebook, Twitter & Whatsapp groups which 76 people replied to and helped me gain a deeper, data driven understanding of my audience pain points with two main conclusions that surfaced.
With the data gathered and analyzed, I was able to tailor the product to my target audience.

Taste expectations

Taste expectations

My audience values coffee with distinct taste profiles shaped by origin, production process, roast level, and grind type. They prefer single-origin beans, balanced medium to dark roasts, and a grind that matches their brewing method for optimal flavor

My audience values coffee with distinct taste profiles shaped by origin, production process, roast level, and grind type. They prefer single-origin beans, balanced medium to dark roasts, and a grind that matches their brewing method for optimal flavor

62%

Product Preferences

Product Preferences

The primary persuasive element in the decision of most individuals to buy coffee over the internet seemed to be the taste profile, according to the majority of responses.

83%

user persona

user persona

David Cohen

Demographics

  • Age: 31

  • Gender: Male

  • Status: Married

  • location: Jaffa, Israel

  • Work: Music Producer

  • Education: Master’s in philosophy

Personality

Introvert

Extrovert

Time rich

Busy

analytical

creative

Passive

Active

Goals

  • Enhancing creative workflow

  • Supporting local businesses

  • Home coffee brewing mastery

  • Coffee education advocate

Motivations

  • Artistical expression.



  • Culinary exploration.



  • Cultural exploration.



  • Health and wellness.

Frustrations

  • Lack of time.

  • Inconsistent quality.

  • Inadequate brewing equipment.

  • Limited local availability

Bio

Despite a bustling career, David finds solace in exploring the diverse world of specialty coffee, seeking inspiration from its unique flavors.

Rooted in community, David seeks to connect with diverse cultures through his culinary and artistic explorations.

David Cohen

David Cohen

Demographics

  • Age: 31


  • Gender: Male

  • Status: Married

  • Location: Jaffa, Israel

  • Work: Music Producer


  • Education: Master's in philosophy

Personality

Introvert

Extrovert

Time rich

Busy

analytical

creative

Passive

Active

Goals

  • Enhancing creative workflow.

  • Supporting local businesses.

  • Home coffee brewing mastery.

  • Coffee education advocate.

Motivations

  • Artistical expression.




  • Culinary exploration.




  • Cultural exploration.




  • Health and wellness.

Frustrations

  • Lack of time.

  • Inconsistent quality.

  • Inadequate brewing equipment.

  • Limited local availability

Wireframe

Wireframe

Style Guide

Style Guide

View

View

user flow

user flow

Final Design

Final Design

Prototype

Prototype

To next project

To next project

Fifa Dashboard

Designing a dashboard for one of the world best games.

View case study

Fifa Dashboard

Designing a dashboard for one of the world best games.

View case study

Let's connect

Let's connect

Don’t be a stranger, hit me up and let’s work together!

Don’t be a stranger, hit me up and let’s work together!