RoosRoast
RoosRoast
An e-commerce redesign to capture the highly caffeinated user.
ABOUT
SI 311 - Laws of UX
March 5, 2024 - April 16, 2024
Laws of UX is a class that teaches all about the process of designing a digital project, with keen focus on psychology in design as well as storytelling. We worked with RoosRoast, a local coffee shop for the first half of the semester. I completed this project with the wonderful Hannah Kim.
STEPS
1 The Brief & The Client
2 Competitive Analysis
3 E-commerce Research
4 Lo-Fi Iterations
5 The Style Guide
6 Final Creation
The Brief & The Client
Caffeinated Culture
RoosRoast is Ann Arbor’s greatest coffee shop (in my correct opinion). Their website worked fine, but was missing the character found in their stores. Known for it’s eccentricity and high energy, the e-commerce flow felt rather tame.
Our brief was to make their checkout flow more intuitive, accessible, and easy to use, while also bringing the unique energy found in their stores and coffee products.
Competitive Analysis
Coffee online
I took a look at 4 competitors in the e-commerce space. Some that deal with coffee, some that do monthly subscriptions, and other small community orientated businesses. These were Book of the Month, Zingerman’s, Grocer’s Daughter Chocolate, and Sephora. I looked into their interfaces and analyzed which key decisions were benefiting users, and which were not. I took key takeaway’s from the research to bring into my designing.
E-commerce Research
A whole research site
For this project, we were given access to the Baymard Institute’s research for e-commerce. During the design process, I would research each specific decision I would make before implementing the choice, so I could create the best user flow that I could. Some of this research is attached to the Competitive Analysis, and some was done during the first iterations of the design.
Lo-Fi Iterations
Good try, kid
Before consolidating our designs, Hannah and I took a stab at lo-fi designs on our own.
The Style Guide
Let’s make it fun
Roos roast gave us loads of assets and their business style guide. We took these elements and ran with it. We wanted to implement a greater amount of color, sketches, and graphics to entice the user.
