To better understand what pain points and unmet needs for those who shop for beverages products online and engage in customer loyalty program enrollment now, I decided to dive right into customer interviews.

The goals for my research process was the following:


The objectives for this interview is to gather in-depth insights from different categories of customers to inform the Little Contrast new website. The goal alone is to understand user needs, preferences, and pain points to ensure the website enhances the customer experience and fosters loyalty. I try to divide it into three catagories participants, which are:

The following is a summary of their experiences:
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Regular customers are have a strong brand loyalty, they need an easy access to loyalty program details and points balance or a features for timely updates about new menu items and events. Some of their preferences are would love to have a features like personalized promotions and exclusive offers, also a user-friendly interface for online ordering and reservation. For the pain point they are facing currently is difficulty tracking loyalty points with the current system and inconsistent information across different platforms. So the recommendation for them are how to develop a dedicated loyalty program section on the website with easy points tracking, implement personalized promotions based on purchase history and ensure all updates and information are centralized on the new website.

Occasional customers are looking for convenience, they need an easy access for information like a location merchant, operating hours, current promotions and special events. Some of preferences they would like to have is a simple and quick online ordering system, or email notifications for updates. Some of the pain points they have are like finding specific information can be time-consuming and lack of awareness about loyalty program benefits. For the recommendation they would like to have things like simplifying access to essential information like location, hours, and menu, highlight loyalty program benefits and ease of joining on the website, also offer email subscription for updates and promotions.

New customers which are the first-time visitors or those who have never visited the shop, they need clear and comprehensive company profile for first impressions and a user-friendly navigation to explore the menu,merchant location or services. They also might prefer some visuals and some descriptions of menu items, reviews or testimonials to build trust on the brand. Some pain points they have are difficulty finding information online, also lack of awareness about the brand and what it offers. They recommend to create a detailed and engaging company profile section, including high-quality images and descriptions of menu items and suggest to integrate customer reviews and testimonials to build credibility.

Common Themes:

Next steps:

By addressing these insights and recommendations, Little Contrast's new website can effectively enhance the customer experience, boost engagement, and foster loyalty across all customer categories.

From my research, I noticed that there were some patterns amongst my paticipants. They have some common needs for researching their new potential favorite coffee brand, which are centralized information, loyalty program feature and seamless digital experience. Also I noticed that participants who are new into coffee brand geeking are need specific information about what kind of menu are avalaible, where's the nearest merchant location and what promotion program they can get. So I created the persona Alex Jensen.

Alex is on his way to work and needs his morning coffee. He just got news from his friend that a new coffee shop merchant name Little Contrast just open around his neighborhood. So he quickly research the brand through social media and websites. He found that the brand are already have a websites and a loyalty program on it. So he try to registering his new account and places an order for his favorite espresso-based coffee, and pays using his mobile wallet. The app informs him that he has earned enough points for a free coffee on his next visit. Alex appreciates the quick process and looks forward to redeeming his reward later in the week.

By designing a coffee shop loyalty program that caters to the needs and preferences of personas like Alex, we can enhance user satisfaction, increase engagement, and build a loyal customer base.

Our coffee shop brand, known for its high-quality brews and cozy ambiance, seeks to enhance its digital presence and customer engagement through a new, comprehensive website. This website will not only serve as a company profile but will also feature an integrated web application designed to foster customer loyalty through a dedicated loyalty program, including a free coffee voucher system. From this problem statement I decide to listed 4 goals that can be a guided for the website features. The following goals are:

While designing wireframes for the coffee shop web app, I analyzed several successful applications to identify design patterns familiar to customers. For tracikng point experiences, I reviewed apps like Starbucks and Dunkin', which offer streamlined navigation and loyalty program integration. Starbucks’ “Card Membership” feature inspired me with its efficient workflow, but I noticed it lacked flexibility in claiming rewards or browsing promotions while ordering. Dunkin' excelled in simplicity but didn’t emphasize loyalty rewards visually.I also explored apps with engaging loyalty programs and personalized recommendations. Drawing insights from these, I combined elements like an intuitive QR show, visually appealing nearest merchant location, and seamless loyalty tracking to design my wireframes, ensuring a user-friendly and cohesive experience for coffee enthusiasts.

I tested the low-fidelity prototype of the coffee shop app with three participants. While I initially had many ideas during brainstorming, testing helped me refine my approach. I discussed the participants' expectations throughout the prototype and gathered feedback on usability and functionality. After the first walkthrough, I explained additional ideas I had considered and collected further insights.

‍Conclusion
‍Participants responded positively to the coffee shop app but preferred a more straightforward ordering experience with easy access to loyalty rewards. Simplifying content presentation, highlighting top drinks, and improving reward tracking will enhance the overall user experience. Further iterations will focus on refining these elements based on user feedback.

For this project, I collaborated closely with the creative and marketing teams from the brand to select the best color scheme for the app design. Together, we brainstormed the most effective approach to create a seamless, easy-to-use user experience (UX) that is complemented by a visually appealing user interface (UI). During this process, I explored several popular coffee shop apps used by coffee lovers to gain insights. Reflecting on my recent coffee shop visit, I realized that while I was excited to try new drinks, navigating the extensive menu and nearest merchant was overwhelming. I found myself unsure of what to order that would suit my mood or pair well with my usual choice. Though I was happy to spend on a quality coffee experience, I didn't want to waste time or money on a drink I wouldn't enjoy. This inspired me to create a coffee shop app that simplifies the ordering process, offers personalized drink recommendations, and seamlessly integrates a loyalty program, ultimately ensuring that customers make the most of their coffee experience.

With this in mind, I selected a range of color tones and created a brand guideline library to inform the UI design. Additionally, we incorporated custom illustrations to enhance key UX flows, improving the overall customer experience as users interact with the app.