DEFINE

 

FEATURE PRIORITIZATION

CARD SORTING

Stakeholders picked five major features for the redesigned site, prioritizing each feature via card sorting:

  1. Online coffee store

  2. Subscription

  3. About Us

  4. Wholesale

  5. Merchandising and etc.

Unsurprisingly, the most viable product for the site is the online coffee store. Thereby focusing the entire site on the online coffee buying experience.

Due to the seasonal nature of coffee and to lessen the cost, the stakeholder and I decided to sell only 5 products—keeping the inventory to a viable minimum. The inventory will start with 3 single origins, 2 blends and the subscription service. Merchandises like mugs and tote bags are to be sold next quarter, as well as the seasonal coffee depending on the initial sales and availability.

 

FEATURE PRIORITIZATION

DOT-VOTING

I then conducted a dot-voting session to strategize and prioritize which accompanying product information should the coffee have. These information are crucial, especially, to the “coffee snob” when considering a purchase.

I gathered 6 common product information from the 4 website the stakeholders wanted to emulate: gget.com, onyxcoffeelab.com, catandcloud.com and www.vervecoffee.com. Then I asked 5 participants, including the stakeholder (red dot), to pick 3 product information they look for when buying coffee.

  • 4 votes - How it Tastes

  • 3 votes - Price

  • 3 votes - Origin

  • 2 votes - Type of Roasts

  • 2 votes - Weight/Quantity

  • 1 vote - Whole or Ground Beans

Data gathered from the dot-voting session will serve as the site’s hierarchy of information for its coffee. Thus, featuring these info throughout the Product Catalog, Product Pages, Product Thumbnails, and Marketing.

 
IMG_20191022_204434.jpg
 

Behavioral flow

CUSTOMER JOURNEY MAP

Keeping Marjorie and Marlon in mind, I constructed a customer journey map to streamline the customer experience within the site.

The map is divided into four major stages:

  1. Awareness

  2. Consideration

  3. Purchase

  4. Retention and Advocacy

For each stage, I mapped actions which prompt to the next stage and what activities users do within the that stage.

Going back to competitor’s analysis, stakeholder picked features he wants to emulate. These features were placed as opportunities and were sorted under the proper stage.

 

INFORMATION ARCHITECTURE

SITE MAP

After prioritizing the site features and defining the most viable product, I constructed a site map to organize pages, information, and products.