Barista Valet
Revamping NYC's Subscription Coffee Delivery App
Device
Mobile
Role
UI Designer & UX Researcher
Date
03/2022 - 06/2022
Background
Barista Valet is a subscription-based coffee delivery service tailored for the fast paced lifestyle of New York City. Offering a diverse array of coffee options and cuisine selections, Barista Valet ensures swift delivery to subscriber’s doorsteps without the need to leave home or office.
Problem
Barista Valet’s mobile application faces low user engagement and subscription retention rates, prompting the need for enhancements to improve user satisfaction and loyalty. So, how might we provide a more seamless and completing cafe experience that prioritizes convenience without compromising quality?
Solution
Streamlined Checkout Experience:
Modified Deliveries: Customers can easily edit their orders directly from the menu, accessing a list of drinks and pastries with swipe functionality for exploring additional products within each category.
Customization Options: During checkout, customers have the flexibility to customize their items by selecting various options, such as preferences for ingredients or size, and choosing delivery days from Monday to Friday. Upon confirming their order, they are directed to an add-on page to explore supplementary offerings.
Pause Subscription: Recognizing the need for flexibility, customers can now pause their subscription at any time. A prominent displayed call-to-action empowers customers to select specific dates from a popup calendar, allowing them to pause their deliveries as needed.
How I arrived at the solution?
Market Comparison and Pricing Strategy
Barista Valet’s competitive pricing strategy stands out in the market, offering affordability without compromising on quality or convenience. In the analysis, I compared Barsta Valet to competitors like Panera Bread and Pret A Manager, noting their cheaper subscription options but limited convenience. Similarly, while delivery services like Uber Eats and Caviar offer convenience, they often come at a higher cost. Barista Valet’s commitment to cost-efficient coffee delivery, particularly through its subscription plans, ensures an affordable experience for customers seeking premium coffee at their doorstep.
Customer Insights and Preferences
I conducted interviews with a diverse range of participants, including current users, previous customers, and individuals familiar with subscription services and coffee consumption habits. The aim was to uncover valuable insights into Barista Valet’s common challenges and user preferences.
During the interviews, participants expressed:
- A desire for greater flexibility within the subscription plans, being able to switch between different plans seamlessly.
- A smooth navigation flow, minimal customization requirements, and a straightforward ordering process.
- A shorter subscription duration, such as being able to receive coffee for 2 to 3 days instead of a full week.
Connecting back to the problem statement, these insights underscore the need to enhance the Barista Valet mobile application to better improve the overall customer experience. By prioritizing features such as flexible subscription management, streamlined navigation, and clear communication of subscription offerings, reduce churn rates and increase user satisfaction.
Ideation
I collaborated closely with the staff at Barita Valet during an in-person design studio session where each team member ideated and developed individual sketch design elements and key features into the proposed screens. These sketches serve as visual representations of our proposed user interface highlighting the innovative solutions to address Barista Valet’s needs and challenges.
Mobile Design
After sketching out the ideas, I turned them into polished high-fidelity designs. These designs underwent three rounds of testing, where I listened closely to user feedback and made improvements. With each iteration, I fine-tuned the interface to ensure it met the needs of Barista Valet’s customers.
Results
Barista Valet is expected to yield significant outcomes, including improved user engagement and experience through the integration of user-driven features. This enhancement grants a competitive edge and fosters business expansion by attracting more users and increasing revenue.
Learnings and Future Iterations
This journey taught me the value of teamwork and communication. Collaborating with stakeholders and fellow designers, we brainstormed ideas and crafted a plan to present our findings to Barista Valet. By aligning our visions and implementing key features, we enhanced the user experience and delivered exceptional results for their mobile app.
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More projects coming soon!