Our Goals:Find out more about our customers, home-brewing whole-bean buying coffee drinkers:
- What do they look for in their beans?
- Where and how do they acquire their coffee?
- How knowledgeable are they about home brewing?
Learn about our competition:
- What do they do well?
- What is missing from their experiences?
Our Methods:Competitive analysis, user interviews, and user surveys.
Our Findings:Competitive Analysis:
Most websites focused on visual design and creating a functional e-commerce flow but neglected their information architecture and other resources across the site. For example, we had a difficult or impossible time locating contact information.
Many coffee drinkers that prefer whole beans have a higher knowledge of the coffee and cold-brew process, but do not consider themselves experts. They are open to learning more and finding new ways to brew their coffee.
Their pain points include the lack of knowledge of beginner coffee brewers as a barrier into home brewing coffee, the inconvenience of the messy and loud coffee bean grinding process, and bad experiences with ordering coffee online in the past.
Over 80% of respondents preferred brewing at home.