Revamping NYC's Subscription Coffee Delivery App
Redesigned the coffee delivery app to meet business goals by enhancing tools and refining UI elements for a smoother experience.
Client
Barista Valet
Scope
User Interface Redesign
Tools
Figma, Google Suite, Maze
Role
UX Designer
Project Overview
In this freelance project, I collaborated with the UX Design team for our client, Barista Valet a subscription-based coffee delivery service tailored for the fast paced lifestyle of New York City. Our goal was to redesign the interface to better align with business objectives by building users trust and introducing tools that enhance the purchase experience. The redesign focused on improving usability around subscription management and streamlining purchases.
Problem Prompt
Barista Valet’s mobile app was experiencing low user engagement and subscription retention rates that impacts their business objectives. In response, the client emphasized the need for enhancements to boost user satisfaction and loyalty. The problem prompt: How might we provide a more seamless and completing cafe experience that prioritizes convenience without compromising quality?
Achievement and Recognition
After several iterations, the redesign interface of Barista Valet delivered measurable results like increased user engagement and exceed subscription rates through research-informed features. These enhancements provided a competitive edge in business expansion, helping to attract more users across New York City and fueling revenue growth.
Path to the Solution
Market Comparison
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.
User Research
My team and 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.
Insights from user interviews:
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.
Ideation and Design Development
I collaborated closely with the client at Barista Valet during an in-person design studio session where each team member contributed individual sketch concepts and proposed features. These sketches serve as visual representations of our proposed user interface highlighting the innovative solutions to address Barista Valet’s needs and challenges.
Following the sketch workshop, we conducted a feature prioritization session to define our key features that align with both user needs and business goals.
Key features:
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: 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.
Pause Subscription: 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.
Later in the process, I redesigned Barista Valet’s current interface using their style guide to produced polished high-fidelity designs. I also integrated components from an existing design system library to support the implementation of our key features. These designs will be prepped for usability testing to validate functionality and usability.
We completed three rounds of usability testing and capture feedback from our users. Some of the feedback required me to refine the checkout experience. As you can see during the first round, users felt lost due to small button sizes and frequent misclicks. Then the second round showed significant improvement with a smoother flow from ordering a beverage to checkout. By the third round, further refinements with clearer UX writing that helped users better understand their purchases and informing their active subscription.
Next Steps
Conduct a fourth round of usability testing
Provide additional tools for the checkout experience and include management refinement for subscription
Learning Outcomes
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.
Thank you for reading!