project overview
project overview
Designing an e-commerce website for a specialty coffee brand tailored to a niche audience. The goal was to create a cohesive and seamless user experience that simplifies the understanding of complex product details, ensuring clarity without overwhelming users. The design strategy also focused on enhancing the company KPIs and driving sales growth through an intuitive and engaging user journey.
Designing an e-commerce website for a specialty coffee brand tailored to a niche audience. The goal was to create a cohesive and seamless user experience that simplifies the understanding of complex product details, ensuring clarity without overwhelming users. The design strategy also focused on enhancing the company KPIs and driving sales growth through an intuitive and engaging user journey.
Challenges
Challenges
Presenting detailed product information, such as taste profiles and production processes, in a way that felt approachable and easy to digest for users. Additionally, ensuring a seamless navigation flow while maintaining clarity and preventing information overload required careful consideration of the user journey.
Presenting detailed product information, such as taste profiles and production processes, in a way that felt approachable and easy to digest for users. Additionally, ensuring a seamless navigation flow while maintaining clarity and preventing information overload required careful consideration of the user journey.
Solutions
Solutions
I prioritized information hierarchy and designed the layout to reveal additional details only when users chose to explore further, keeping the interface clean and user-friendly.I also improved the navigation flow, added intuitive visual cues, and crafted a user-centric experience that guided users effortlessly toward informed purchasing decisions, aligning with the brand’s identity to boost engagement and drive conversion rates.
I prioritized information hierarchy and designed the layout to reveal additional details only when users chose to explore further, keeping the interface clean and user-friendly.I also improved the navigation flow, added intuitive visual cues, and crafted a user-centric experience that guided users effortlessly toward informed purchasing decisions, aligning with the brand’s identity to boost engagement and drive conversion rates.
Research
Research
I surveyed specialty coffee enthusiasts on social media to gather demographic and behavioral data. Insights revealed a preference for high-quality, premium products tailored to specific tastes, with many owning espresso machines to recreate a café experience. Key priorities included origin, production process, roast level, and grind type, emphasizing the need for transparency. These findings shaped the design strategy to prioritize clarity and quality, aligning with user expectations.
I surveyed specialty coffee enthusiasts on social media to gather demographic and behavioral data. Insights revealed a preference for high-quality, premium products tailored to specific tastes, with many owning espresso machines to recreate a café experience. Key priorities included origin, production process, roast level, and grind type, emphasizing the need for transparency. These findings shaped the design strategy to prioritize clarity and quality, aligning with user expectations.
Survey process
Survey process
After identifying my target audience, I conducted a survey with 76 specialty coffee enthusiasts from social media groups. The responses provided valuable, data-driven insights into their pain points, leading to two key conclusions. This analysis allowed me to tailor the design and product offerings to align with their specific needs and preferences.
After identifying my target audience, I conducted a survey with 76 specialty coffee enthusiasts from social media groups. The responses provided valuable, data-driven insights into their pain points, leading to two key conclusions. This analysis allowed me to tailor the design and product offerings to align with their specific needs and preferences.
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
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.
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
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 style guide
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User flow
User flow
Final Design
Final Design
Prototype
Prototype
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