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Since stakeholders want to sell coffee throughout the year on a recurring basis, I considered the subscription service as a product of its own. Thus, I did a product research on top of the previous research of cafe’s existing products and branding.
As of 2019, the subscription model continues to grow in popularity. According to a survey by McKinsey & Company, 46% of customers already pay for an online streaming service and 15% have subscribed to an e-commerce service within one year of the survey. Softwares such as GoPro and Adobe have pivoted to this business model to continue adding value for customers. Other food services company use a convenience-based subscription model. These companies add value by providing access to niche products like selections catered toward different types of diets.
The subscription model helps capitalize on the compounding value of customer relationships. Recurring revenue models lead to higher revenues and stronger customer relationships. Thus, as long as customers continually see the value Cafe de Leche provides for them, they'll continue to pay for it.
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During a brainstorming session with stakeholder, Matt and I did research on which coffee subscription we liked. We came up with 4 websites that we thought did it best and we could model our subscription service.
Stumptown coffee ships only bi-weekly, but offers numerous options in bag quantity. The introduction page offers 3 CTA buttons: Subscribe now, Free sample, and Gift subscription. Subscribe now and Free sample buttons are repeatedly shown throughout the entire page, while each step of the customization were broken down per page.
Gget.com has the most intuitive features among the 4 sites. They want to make it as easier as possible for users to buy the subscription service. They do so, by filing out a 3-question survey: how many cups a day, how much you spend and what type of coffee you enjoy. It also offers Free samples with the order summary showing how much they save to show value and get users onboard. Lastly, they have the option of full customization of the plan for more specific users.
Blue Bottle focuses on customization and full control over coffee choices. You can select a half bag, single bag, double bag or even a triple bag and have it delivered every week, two weeks, three weeks, or once a month.
Onyx Coffee Lab’s entire customization process is packed within one page, and has an extensive introduction of their subscription service. You can choose between Gift and Personal subscription, when you want it delivered, the size and quantity of bags, and what type of coffee you want. They offer a variety of blends, but only offer single origins in their Roaster’s Choice.
• 4/4 sites features bi-weekly shipping and Gift Subscription
•3/4 sites offers Free Samples, Roaster’s Choice, ships weekly and monthly
•2/4 sites offers Free Shipping
DEFINE
feature prioritization
All 4 sites on the competitive analysis, ask 3 fundamental questions in personalizing subscription:
How much coffee?
What type of coffee?
When do you want it?
3 additional questions could also be added:
How long do you want to subscribe?
Ground or Whole beans?
Cost of shipping?
With these questions in mind, Stakeholder dot-voted which features he wants to offer to the customers when personalizing the subscription. Due to coffee beans waning over the year, he opted to have 3 selections of coffee and based it on spectrum of flavor. Bright and Citric for a brighter—citric set of flavor, Dark and Chocolatey for a richer and bolder set of flavor or Roaster’s Choice for all kinds of flavors.
Stakeholder dot-voted features he wants to offer to customers. Due to coffee beans being seasonal, stakeholder opted to have coffee selection by taste—whereas roasters will hand-pick the coffee based on the customer’s preferred taste and availability. Stakeholder opted not to offer 5-lbs coffee bags due to shipping cost. Further research regarding this product will be conducted after first quarter of launch.
behavioral flow
After identifying the product features, we storyboarded how users will personalize and sign up for their subscription.
At this stage, we opted to offer 2 kinds of subscriptions, based on length and who is it for. Gift Subscription for a shorter term subscription and for someone who wants to give a gift. While the Personal Subscription is for those who want full customization and not worry about running out coffee long term.
I then mapped the customer’s journey from product consideration to on-boarding, keeping it to 2 pages when customizing. Introduction, Gift option and Frequency are all in one page. These are the options and guidelines we want to present the users when in the consideration phase. Once the users jump into the product page, they are already in the purchasing phase and the right time to give users varietal selections by flavors and quantity. Standard Shipping info and Order summary are in the checkout page.
Storyboard on how users can personalize their coffee subscription based on their preference and needs.
WIREFRAMES
Wireframe flow
I kept the personalization process into 3-4 pages to expedite users into subscribing. The process are broken down to 4 phases, 3 of which are based on the 3 fundamental questions in personalizing coffee subscription:
Step 1—Frequency “When do you want it?”
Step 2—Coffee Type “What type of coffee?”
Step 3—Quantity “How much coffee?”
Step 4—Summary and Checkout
The introduction page has 2 CTA buttons—all directed to Step 1: Frequency. The frequency also acts as the product thumbnail. Thus, clicking it triggers the product page. The next 2 steps (Coffee Type and Quantity) act as product variants, which condense 2 steps into one page.
After clicking the product page’s CTA (subscribe), the cart and checkout page should show clear and concise order summary that includes items purchased, the quantity and price of each item, and the order total. The cart page allows users to edit any items they may want to update or delete, and avoid shipping charge surprises by including a shipping summary.
WIREFRAMES
