Onism Coffee Co.
Coffeehouse
Community
UX Research + UX Design
Background
Onism Coffee Company is a California-based coffee company looking to change the coffee industry with more accessible freshly roasted beans. They wanted to launch an original e-commerce website and our team managed an end-to-end product development process while creating the website.
Team
Aishwarya Chenji
Senior UX Designer
Braden Thuraisingham
Senior UX Researcher
Khristain Rampersad
Junior UX research/design
Justine Banbury
Junior UX research/design
Timeframe
7 Months (June 2020- February 2021)
Tools
Adobe XD, Adobe Photoshop, Sketch
Location
Los Angeles, California (team worked remotely during pandemic)
Discover
We needed to learn everything we could about Onism's ideal customer base before jumping into design ideas for the website. We spent our first two months utilizing different methods to better understand our user.
We completed:
1. 20 User interviews
2. Broad generative research
3. Comprehensive competitive analysis
User Interviews
We conducted 20 user interviews with three different participant profiles, looking to gain insights into Onsim Coffee's ideal user.
1. Profile 1
Age: Gen Z (18 - 24)
Constraint: Has purchased coffee before
2. Profile 2
Age: Millennial (25 - 39)
Constraint: Has purchased coffee before
3. Profile 3
Age: Gen X (40 - 59)
Constraint: Has purchased coffee before
We evaluated our user interviews using a thematic analysis. As the junior researcher, I evaluated each response from user interviews and looked for themes which we could bring back to the company's stakeholders.
A deeper look into our research process can be found here. A link to our research report can be found here.
Define
Our research led us to our most important question, the How Might We:
How might we design a trustworthy Onism Coffee Company’s website to incentivize Gen Zs, Millennials and Gen Xs to feel compelled to buy from an unfamiliar online coffee company.
Develop
Our design process was a series of iterations, with multiple rounds of sketching, mockups, user testing and redesigning. There were a couple key insights from our research we wanted to keep in mind when we began.
1. Users want to feel as though they are in the coffee shop in person. Shopping online should be an immersive experience, and should emulate the community feeling people get from their favorite local coffee shop.
2. People want to know the story of the coffee they are buying. It is important they know the background to the coffee beyond just a picture of the coffee bean.
Sketches
Low-Fidelity Wireframes
Many iterations later...
Higher-Fidelity Wireframes
Mockups
