INCREASING SELLS
Reimagining the shopping cart process & emphasizing their personality ✨
RoosRoastLocal Ann Arbor coffee shop - Class projectRoosRoast Coffee, a local café in Ann Arbor, wants to update its website to offer a fun and easy-going digital experience that embodies the company’s personality. Their current site fails to create such an experience, so we want to provide re-designed pages for the shopping and checkout processes.
DURATION: 1.5 Months
TOOLS: Figma, Illustrator
ROLE: Product designer
TEAM: Sarah Penrose, product designer | John Roos, shop owner
USER: Current and potential customers, online shoppers, busy professionals, mobile users, and gift shoppers.
GOAL: To increase e-commerce sales and infuse the site with the warmth and personality of the in-person experience.
METRIC OF SUCCESS: Growth in e-commerce sales, average order value, and website traffic. Monitor conversion rates and cart abandonment rates. Customer engagement will be assessed through feedback, reviews, and Net Promoter Scores.
WHAT THEY IMPLEMENTED: Overlayed shopping cart
Beginning
Before this became a class project, Rooroast is one of my favorite coffee shops in Ann Arbor, I love their coffee and the amazing atmosphere that they have created in their shop.
In the beginning, we had the chance to visit their factory and learn about their stories and needs.
So… What are their needs?
Categorization: facing individual customers/wholesalers with different forms is confusing
Managing subscription services: how do we make it easier
Making the check out experience enjoyable: key to higher sales
There are so many coffee bean options, where do I start?
Where is the personality that I loved in person???
What I learned from the tour and the data they provided
User evaluation:
They sell to a variety of people: coffee lovers, tea drinkers, Roosroast brand loyalists, wholesalers, and people seeking to make custom wedding or party gifts.
Data Analysis:
Total sales on web: 5% in 2019 to 14.4% in 2022
shows a notable upward trend in online sales over the years.
positive trajectory in online sales, there is potential to further enhance the website's capabilities and expand market reach.
Web: 14.4% of 2022 total sales
suggests growing consumer preference for online shopping and the effectiveness of e-commerce efforts.
Web: 17.5% of Coffeebean sale
a significant portion of revenue is generated online.
there is potential to increase this percentage through UX improvements
760.25% Increase in build-a-box and subscription services from 2020 to 2022.
suggests growing consumer preference
there is potential to increase this percentage through UX improvements
As the individuals make up the most consumer base (53.3%), we decided to direct our energy on them.
What is the best pathway to achieve our goal - make more digital sales?
The check-out experience, making sure that the personality we love is carried out in this experience into real life to justify any impulsive purchases
subscription services: This makes up an abundant amount of the online sales- pushing it further and enhancing the experience
The part we’ve all been waiting for:
✨ The redesign of the shopping cart experience✨
Follow Nina on her journey of buying coffee and ordering a subscription service from RoosRoast’s website
This is Nina:
Nina is a marketing manager at a tech company. She lives in a vibrant neighborhood in Seattle and went to school at U of M. She has a busy lifestyle and is health-conscious, environmentally aware, and values quality over quantity.
Goals:
To find high-quality coffee that she can enjoy both at home and at work.
To discover new coffee products and flavors.
To support local and sustainable businesses.
To have a seamless online shopping experience with quick delivery options.
Challenges:
Limited time to visit physical stores due to her busy schedule.
Difficulty finding trustworthy online sources for premium coffee.
Frustration with complicated online shopping processes.
Need for consistent, high-quality customer service.
Nina is now browsing on her laptop, sipping on her latte, and looking to shop on RoosRoast’s website.
While shopping, Nina was surprised to see that Roosroast now offers a subscription service. Perfect! Now she doesn’t have to worry about her coffee running out. But how does this work?
Making Subscription service easy to understand
Competitive Analysis
To summarize: The platforms have subscription services that are easy to manage, Show how it works, and show exactly how much the customer is saving.
Before:
Unable to edit your subscription in your cart
The details were hidden in the tiny strip
Does not display the amount saved: the customers don’t know the benefits of the subscription!
