Brew Box:

Coffee Subscription & Delivery Service

MOBILE APP CONVENIENCE & LIFESTYLE ENHANCEMENT

My role:

UX Research, UX/UI design and branding, Wireframing, Prototyping

Timeline:

December 2023 - January 2024

Project Overview

Brew Box provides a personalized and diverse coffee experience tailored to the preferences of a wide array of customers. Its primary goal is to simplify the process from selecting the coffee beans to managing subscriptions and ensuring convenient home delivery.

The Solution

A user experience centered around a user-friendly interface that simplifies the process of personalizing coffee subscriptions.

The app provides an intuitive platform for users to easily select their preferred coffee types, schedule deliveries according to their convenience, and adjust their subscription settings, thus offering a seamless coffee experience from the comfort of their homes.

The Problem

Many consumers face limitations with traditional coffee shop offerings, constrained by cost, time, and limited menu options. With 54% of people spending $20 or less each month at coffee shops and 56% allocating $11-$30 monthly for home coffee, there's a preference for home brewing (driveresearch.com). Despite high daily coffee consumption, coffee shops often offer a limited range of flavors, leaving customers with fewer choices to match their personal tastes.

1.

Research

User Research

Research Findings

Important Coffee Information

To understand consumer preferences, behaviors, and expectations around a coffee subscription mobile app, I conducted extensive user research. This research informed the development of a user-centric app designed to ensure high coffee quality while providing a convenient and personalized experience, enabling users to explore beyond traditional café offerings.

What encourage to subscribe coffee?

Pain Points & Needs

Reflecting on my research findings, I began to unravel the underlying messages and pinpointed the primary pain points commonly encountered by coffee drinkers.

Competitor Analysis

User Persona

Key functionalities

Frustrating Experience with e-commerce

Pain Points

Business & User Goals

Feature Roadmap

Site Map

Navigation & Interaction Map

User Flow

Prototype Design

Opportunities

After gathering insights from the user research, I was able to identified seven crucial categories.

  • Important coffee information - Origins, flavor, roast types, and process methods

  • What encourages people to subscribe to coffee - Award-winning, customer reviews, free samples

  • Key functionalities - Subscription management, payment/address auto-fill, express checkout, flexible quantity and delivery frequency

  • Subscription plan - Pay per delivery or monthly fee, allows pausing subscription, adjust delivery date

  • Frustrating experience with e-commerce - Not support auto-fill or Apple Pay

  • How can a coffee subscription stand out - Offers award-winning coffee selections, flexibility to adjust the delivery frequency

How coffee subscription stands out?

Needs

Subscription plan

  1. All users were able to complete each task within 2-3 minutes without any major issues that stopped them from continuing each task.

  2. Users generally found the app intuitive and straightforward for selecting coffee and managing subscriptions.

  3. The app's educational content about coffee origins and stories is sufficient and helpful.

  4. There was confusion over whether images were clickable (on the coffee selection page) and if they led to more detailed information.

  5. Participants expressed a desire for clearer visual cues for interactive elements like delivery frequency, shipment dates, and the option to pause subscriptions.

  6. The process of changing delivery frequency and proceeding to checkout was straightforward for most participants.

Iterated

Iterated

It was clear that a user-centered design in app development emerged from users' feedback, emphasizing the need for flexibility to cater to users' varied needs and lifestyles. The project highlighted that users expect a seamless e-commerce experience, featuring intuitive checkout and autofill capabilities. Educational content about the origins and brewing methods of coffee was highly valued, indicating a general user interest in deepening their coffee knowledge.

Continuous enhancements, driven by user feedback and data analytics, are crucial for the evolution of the app's offerings. I believe that blending a variety of quality coffee options with transparent sourcing practices can enhance user trust and brand loyalty. Furthermore, by monitoring key metrics such as conversion rates and Net Promoter Score, the real-world impact of such a platform could be quantified. This ensures that Brew Box is more than just an app, but an essential, adaptable part of the user's daily coffee ritual, and deeply aligned with their preferences and values.

I analyzed three coffee subscription services to understand how they accommodate diverse preferences and manage subscriptions. I examined their user interfaces, customization options, and delivery schedules to identify the advantages and disadvantages. This analysis helped me extract insights and pinpoint opportunities for Brew Box to carve out a unique niche in the market.

Gaps & Opportunities

By analyzing the competitors in the market and combining this with the pain points and needs that I identified earlier, I see several opportunities for Brew Box to stand out. These opportunities could likely attract a broader audience, enhance the customer experience, and distinguish Brew Box in the market.

Gaps

Delivery frequency

  • Emily embodies the flexible professional for whom coffee is not just a drink but an integral part of her creative process and lifestyle.

  • Mark represents the typical office worker whose coffee ritual is both a necessity for productivity and a nostalgic connection to home.

After exploring user personas, I’ve shifted my focus to align Brew Box’s Business Goals with the users' needs. This alignment lays the groundwork for my upcoming strategy as I lead into the feature roadmap. Here is where I define the balance between business goals and user goals, which will help direct my focus in further design.

The feature roadmap prioritizes a tailored coffee experience, ensuring a seamless blend of diversity, quality, and convenience, aligning with the business and user goals. Phase One focuses on an intuitive subscription process, flexible subscription management, autofill support, multiple payment options, and a rewards system, which are reflecting to enhance user experience and further Brew Box's strategic objectives.

High-Fidelity Wireframes

  • Take off the “Select” button on the selection list to reduce confusion. Only keep one “Select” button on the coffee detail page.

  • Make each selection item into card format to make it more obvious that’s clickable.

Original

2.

Define

3.

Ideate

Enhanced Clarity & Clickability

Simplified Delivery Date Selections

Original: Choose a specific date from calendar or pause delivery times.

Iterated: Removed pausing option to reduce confusion.

4.

Design

Logo Inspiration

Testing Results

Low-Fidelity Wireframes

Style Tile

In selecting the final logo for Brew Box, I chose a design that best represents the brand values of Personalization, Convenience, Quality, Sustainability, and Innovation. The modern aesthetic and earthy color palette reflect the sustainable ethos and high-quality promise, while the clean lines speak to the ease and innovation of Brew Box’s service.

Choose Coffee Subscription Plan

Checkout Process

Subscription Management

5.

Usability Test

Iterative Design

I conducted five user tests to evaluate the subscription flow, checkout process, and subscription management, with a focus on changing the delivery date:

Original

6.

Learnings on the project

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