ABOUT THE PROJECT
DarjeelingTeaXpress was a Darjeeling based progressive Tea Brand with a singular focus on delivering the best Darjeeling Teas to tea connoisseurs and consumers worldwide. Teabox was a new e-commerce website that DTX wants to build to sell teas from more sources. Our team helped the client ideate on the business model of Teabox and design the e-commerce website.
In 2014, the Teabox Company successfully raised $1 million investment from venture capital companies Accel Partners and Horizon Ventures. (Read More at http://tinyurl.com/p59nj3z )
MY ROLE & RESPONSIBILITIES
User Experience Designer
- Conducted customer journey mapping session with the client to uncover opportunities for improvement of customer experienced
- Designed the information architecture and tasks flows for the e-commerce website
- Designed the wireframes for the website and supported the development team during implementation phase
- Goals are to broaden tea tasting horizon and purchase teas from credible e-commerce sites.
- Know what they want, and purchase their teas from stores (both online and offline) that give them the best overall experience.
- Goals are to learn more about tea in general and be able to enjoy team without having to go the extra mile
- Purchase tea more regularly offline than e-commerce sites because of the added uncertainty and delivery costs.
Based on personas, we created the situation they are likely to be in to understand how they use the product or service to achieve their goals.
Firstly, we map out the existing buying journey of both Tea Connoisseur and Tea Enthusiast.
Then based on the ideation we had in the customer journey mapping session, we also mapped out the ideal user journey we would be designing for, which would be used as a design reference.
To learn about the best practices and untapped opportunities, we also studied the websites and services from aspirational competitors. The results of all research were continuously referred to during the design process to ensure that our resulting solution leverages the insights.
The homepage was designed to tell a story of the brand Teabox – direct sourced from tea plantations. It allows frequent users to be able to quickly purchase items. It also guides new tea enthusiasts to click on related articles to learn more about different tea leaves and the stories behind them.
On the product detail page, it does not only allow users to easily click to purchase but also tells stories about the tea characteristics and the origin of the tea. In one way, it helps tea enthusiasts to learn more knowledge about tea. As for tea connoisseurs, it provides more in-depth information for them to evaluate the tea.