Towards
Building the best coffee experience
Brief Given-
Mr. Bean’s, an Indian chain of coffeehouses with over 300 outlets nationwide has established a vision to transform its digital customer experience. To execute this vision Mr. Bean’s is working on a digital strategy specifically aimed at its Roastmasters coffee club members and coffee connoisseurs who make up to 45% of their customer base.
Challenge
There are three major aspects of the strategy:
1. Awareness and Endorsement
Informing customers of the various coffee blends and beans available at Mr. Bean’s
2. Conversion and Subscription
Roastmasters coffee club subscription service and merchandise sales online
3. Incentivization and Retention
Discount offers and special events for coffee club members
Time span
1 day
Objective
What does a user seek in in that coffee experience, how can
an app aid in the same?
Goal
While everything is now being conducted online and from home,
we build the best experience that we can give to people from here to home.
From being a drink that captures us from all the ways, may
it be smell, colour, taste , social togetherness, energy booster, this drink
has surely captivated users to next level. Keeping the Mr. Bean's ideals of making awareness, endorsement and online sales in mind, we make the best coffee experience that could be done from online User Interface.
Brand strategy
Mr. bean as a brand is giving-Coffees( blends) that are possible to
make from their coffee.
Scope: Since going app based, can reach to number of user
with various possible ways and varieties and not just coffee houses or
restaurants.
"Can we provide the best coffee experience possible at home?"
Limitation: Roastmaster plans sticks to traditional way of
doing coffee.
Design Process
Understanding the desires, needs, motivations, and contexts
of people using products and thereby further understanding the core needs ( the in depth need of user).
Research Insights on user needs and wants - deep diving :
Desire to shop, Frequency of shopping, Motivation to shop, priorities, function, preference, opportunity, expertise etc. gathered by different responses , here is task flow of all the times user drinks coffee with all the responses and mind mapping the same.
Desire to shop, Frequency of shopping, Motivation to shop, priorities, function, preference, opportunity, expertise etc. gathered by different responses , here is task flow of all the times user drinks coffee with all the responses and mind mapping the same.
By Understanding the user's: the one's who are coffee connoisseurs and are members of roastmaster's club or would like to be one.
Their Goals:
Their Goals:
Experience goals- Feel
cool
Life goals- Stay
connected with friends and family and Get
the best deal
End goals- Be
attractive, popular, and respected by my peers
Demographic (target audience) : from the age of 16 to 40, the people are coffee lovers.
Age 16-25 will like to have conversations around and have
the ‘ Go to place’ as coffee café.
25- 40 will have it as regular intake during morning and
evening and for people to come around at their house.
PAIN POINTS
1.
While there are so many available, I don’t the
which is the best.
2.
Where to go and buy the best ones. The coffee
café as limited varieties only.
3.
Can someone assist me in buying the best coffee?
4.
Can it be delivered automatically after judging
after knowing my needs in a particular time.
5.
Can there be several package and tastes.
User Want: Good coffees make them look like good host and people therefore like to
have the best of it around home. In order to do so, they will get extra mile to
get it done by specialist and experts.
Strategy is to happen from making a platform for
advertisement to hooking the customers by their subscription model and further
keeping them tied up with discounts and offers of being member of the coffee
community or become one.
- Effortlessly coffee ordering app with best User experience
- Quick customisation
- Many varieties and reviews
- Seamless flow
- App to guide me itself (recommended section based on previous orders)
- Easy to make way is needed as poring the coffee and mixing etc. requires lots of efforts, rather we need quick ways
- The perfect mix needs to be there and each such package should come with the entire process
Features
Easy onboarding (with awareness
and onboarding)
Easy columns and selections
-Varieties available in
roastmaster’s selection
Order repetition option
Offers and discounts with club
option with auto delivery
-Other packages options
-New tastes options
- Easy to make guide showcased
above all
USER FLOW
Creating the WOW and AHA movements:
Towards making things usable
Elevating the experience in India needs professional
equipment’s related to it and India being the largest producer and best
provider, which is mostly exported, needs to be well showcased with good
natural photographs of the same.
Research Insights
1.
Good visual story of the brand
2.
Knowledge about the brand process
3.
Showing all the packages in store as yet
4.
Giving all the subscription models and packages
with various benefits linked to it
5.
Providing them with information to purchase and
go ahead with the choice
6.
Assurance of after sale and further discounts
Colour Hue & Elements
Inspiration- The varieties of coffee
Clean, bold, artful and visually aligned
Elements:
- Sharing, inviting and uploading on social media- Too keep user hooked the whole concept of roastmaster will run efficiently as the user goes on sharing, inviting and uploading it on social media , gets gift packages for friends and further avails discount. It being a daily use item and with special connoisseurs benefits, will sell like hot cakes.
- Favourites- Might not be right now and at this place but one might be interested on that favourite item later, inorder to make it happen, save as fourite for later is the best option at hand and knowing one's liking he/ she can be recommended items related to it.
- Home- Between the loops of app, one can get entangled. There should always be a place to ' go back home' and start anew with less " cognitive work".
- Easy videos access- With bringing the best experience to 'HOME", if one gets the making that perfect blend videos, the entire A-Z solution oriented app will be at place.
- Easy roastmaster club onboarding and benefits shown
- Other merchandises which can enhance the coffee experience at home
- Different packages available and information regarding the same
Sticking to the Interface hierarchy and trends, there is also hamburger provided at the side for giving further option.
Wireframes
Login and sign up
Log in
With all the varities/ menu and categories of the brand, showing the roasmaster club and offer/ discount categories
All the offers and discount and endorsements
To become a roastmaster club member
To provide onboarding of the the club, easy login to make them enter in the same
To make them meber of the club, payment gateway for the same
The WOW and AHA moment to get them see our outlet as well as make them become our member
The roastmaters 
Various categories available 
Video to know to make that perfect blend
To order the product 
All other related merchandisesUser Interface designs
App Flow
It is the best flow when user doesn't have to think too much yet have all the answers upfront and option to go ahead or back at each stage and point of time while on the app doing less " cognitive work".
Desirability testing
Creating the best coffee HostingRaja experience involves sourcing high-quality beans, perfecting brewing techniques, and prioritizing customer engagement and education.
ReplyDelete