CONTEXT
Getting coffee lovers to eat their cup of coffee
Eat Your Coffee (EYC) is on a mission to help people get energized and get more done with naturally-caffeinated snacks made with real, ethically-sourced ingredients. They are most known for their delicious coffee bars.
CHALLENGE
Redesigning for business goals and user incentives
The challenge was to create a responsive web platform that addressed both short-term and long-term company goals. The project was broken into three parts:
1) Landing Page: Improve user engagement by optimizing landing page and checkout flow
2) Subscription Portal: Improve usability, explore up-sell opportunities, and decrease churn
3) Design System: Improve design and layout consistency
ROLE
My role managing a design team
The teams were organized with tasks for improving 1)product page and 2) subscription portals. I lead efforts to not only manage team deliverables and check-ins but also work on improving the usability of the landing page and completing the design system in time for high fidelity execution. A strong emphasis was given to communication throughout the duration of the project.LANDING PAGE
Providing for incentives works
Updating the landing page was one of the first objectives for this project. Eat Your Coffee wanted to increase user engagement and subscription rates. Through multiple rounds of user testing, we learned that users value credibility, product quality and the option for trials. We solved this issue by redesigning the landing page and orienting users around the three areas they valued the most.
SUBSCRIPTION PORTAL
Managing personal profiles can be frustrating, we make it easy
The second objective was to create an intuitive subscription management experience. Eat Your Coffee introduced subscriptions through Shopify in late 2018 as part of its growth strategy. However, their existing experience was not tailored to their brand and business objectives.
Through iterative user testing, we were able to test and redesign the subscription flow and subscription management portal. Our design allowed users to manage their profiles by editing upcoming purchases, changing subscription types, deactivating/reactivating accounts, viewing purchase history, and updating address/payment information.
DESIGN SYSTEM
Creating a system for consistency
The final deliverable was to create visual consistency across all media (i.e., mobile, tablet, web). In order to achieve this, we developed a design system that the company could incorporate seamlessly without compromising the user experience. By leveraging the company’s existing themes and developing a design system that is extensible across platforms, we delivered a valuable asset that scales as Eat Your Coffee grows.