Background
The company roasts and delivers coffee to homebrewers, coffee drinkers, hotels, restaurants, and coffee shops all over the Philippines to highlight the transparent and unique flavors of the farmer's craftsmanship through coffee.
Problem Statement
The company has grown over the past years with their high-end roasters, modern cafes and exquisite coffee. They have also grown their social media presence that has over a thousand followers. But their website wasn't up to date and didn't represent the brand well. As part of their redesign, they also wanted a new feature for their website which is the subscription-based coffee package.
Goal
1. Redesign the website to reflect the brand, boost sales, add new features and improve the website's usability.
2. Introduce the first-ever Coffee Bean Subscription in the Philippines where customers can choose their package, pick their favorite beans and receive them at their doorstep every month.
3. Make the process of buying coffee easier and help people find coffee that they will love.
Role
Collaborated with a fellow Product Designer on creating this project. We closely worked together from product research, information architecture, wireframes, concepts for user experience to product interface.
2 months
Product Research
Design Audit - assessment of the current website from visual and written contents to the user navigation flow throughout the platform.
Competitive Analysis - researched on competitors to evaluate the strengths and weaknesses relative to the brand. Focused on analyzing the current coffee shop competitors both locally and internationally and looked for inspiration on other brands that features subscription based products.
Information Architecture and Wireframing - visualize the flow of the website and have initial ideas on usability insights.
Design
Homepage
- Applied the new branding guidelines and improved the visuals of the homepage
- Added the reviews section from testimonies of influencers to make the brand look more reliable
- Emphasized the call to action, which is the subscription, by repeating it on the website to encourage the users.
Subscription Design
This would also be the first coffee subscription in the Philippines so people aren't very familiar with the process. The most challenging part of the project was to design a smooth user flow from introducing the feature, choosing a package to checkout and to create packages that would be practical for the client and best fit the consumers.
