Talia Savchenko

Espresso Club One click coffee ordering system Overview Product and Business Goals The Israeli coffee leader, Espresso Club, first approached with a clear and concise request: to create a 1-click coffee ordering system for their clients. In addition, the app should provide users with all the information about Espresso Club’s coffee products and the ordering process, in an intuitive and easy-to-use manner. Based on the client requirements and pain points of the mobile shopping, I had to find a perfect solution to meet the following objectives: My Responsibilities Team I coordinated and led all phases of design including: • • • • User Research User Flows Prototyping Visual Design 1. 2. 3. 4. • • • • • Serve different types of users Create a faster and easier ordering process Personalize the order process Increase profit margin 1 Product Designer 2 Visual Designers 3 Mobile Engineers 1 Backend Engineer 2 QA Experts Exploration Strategy and Research Methods 1. Competitive Analysis 2. Understanding the offline coffee ordering processes in the company 3. Identifying user needs 1. Competitive Analysis To create great user experiences – it’s essential to focus on the user’s needs. Competitive analysis results and deep learning of the company’s processes gave me a great base to pass to the next phase and identify the user needs and pain points. I focused on defining and splitting all the customers into different groups of users. At the end of this process, I got 7 clear customer segments: Registered Clients, New Customers, Competitor’s Clients, Occasional Users and more. This study and insights I combined with usability methods created an outstanding mobile service, customized for each group of clients and able to predict their needs. I focused my UX research on the journey the user goes through while preparing for, during and after shopping. Based on what I found out about our user types, I created user journeys to plan their assumed experience. The key for it was to create a smart and unique experience based on the user definition. The goal of this step is to build a wizard that guide users through a process to accomplish the first goal (order coffee capsules, buy a coffee machine, get the bonus, etc.) and continue to use the app and enjoy the company products. 2. Understanding the offline coffee ordering processes in the company My goal was to identify the competition, how they’ve positioned themselves, how they present themselves, and what are their strengths and weaknesses. I followed the next steps: A. Conduct Research – Identify and categorise the top ten competitors. B. Gather Information – Discover their vision, mission, values, strength and weaknesses, similarities, differences, threats, value proposition, brand commitment, products/services, etc. C. Analyze Information. 2. Identifying user needs To create great user experiences – it’s essential to focus on the user’s needs. Competitive analysis results and deep learning of the company’s processes gave me a great base to pass to the next phase and identify the user needs and pain points. I focused on defining and splitting all the customers into different groups of users. At the end of this process, I got 7 clear customer segments: Registered Clients, New Customers, Competitor’s Clients, Occasional Users and more. This study and insights I combined with usability methods created an outstanding mobile service, customized for each group of clients and able to predict their needs. I focused my UX research on the journey the user goes through while preparing for, during and after shopping. Based on what I found out about our user types, I created user journeys to plan their assumed experience. The key for it was to create a smart and unique experience based on the user definition. The goal of this step is to build a wizard that guide users through a process to accomplish the first goal (order coffee capsules, buy a coffee machine, get the bonus, etc.) and continue to use the app and enjoy the company products. Wireframes Components & Style Guide Pixel Perfect Whether you’re a classical, rock, or pop music lover, providing strong visual samples and elements really enhances the visitor’s experience. A convenient user interface was developed with simple and intuitive navigation based on design guidelines and wrapped in a very powerful and energetic eggplant color. Talia Savchenko | taliasavchenko.com