Morning Joy is a concept for a monthly subscription box of bagged beans from your local coffee shops, a coffee-shop experience delivered home. It supports local businesses in the Minneapolis area. An end-to-end group project on a four-week timeline.
- Research, interviews, flows, IA, wireframes, prototype, UI & testing
- Empathize · Define · Ideate · Prototype · Test · UI
- Group project, four weeks
- 2020
The challenge
When the pandemic hit, fresh artisan coffee from the shops you love got hard to come by, & those small businesses felt it too.
The goal: the feeling of visiting a local coffee shop, through a monthly subscription that delivers your preferences on your schedule.
Research
Five one-on-one interviews & a survey of 121 people. An affinity diagram & an empathy map showed three trends:
- Many people treat coffee as a ritual & enjoy making an experience of it.
- Most people make coffee at home with beans from the grocery store.
- People want ways to support local businesses.
“Coffee is like a ritual for me. I’m pretty sure I’m addicted.”
How might we
How might we give Victoria a sense of involvement in supporting local partners?
- Send a card about the vendors with every order.
- A page where she can read about each vendor & their coffees.
How might we assure Victoria she can easily manage her subscription?
- A place in her account to manage it, with unlimited skips instead of cancelling.
- Control over settings & frequency.
- A buy flow that lets her be surprised or pick her own.
UI & branding
What are we selling? Coffee, yes. But the experience we agreed on was a simple joy, with an urban feel that echoes walking into a new shop in the city.
Prototype
What testing changed
Three tests of four tasks each. People could not find the FAQ right away, went to the About page with questions, tapped the coffee bag instead of the arrow, & said “it isn’t clear how much it is.” So we:
- Added FAQ buttons to the home & about pages.
- Made the coffee bags clickable.
- Made pricing clearer.