Client
Good Coffee
Location
San Antonio, TX
Year
2021-2022
Duration
Research 1 Weeks
Logo Design 1 Week
Scope of Work
I was commissioned to design the logo, style guide, brand development, perform marketplace research, and craft personas.
Having an active site I performed a heuristic report as well as usability testing on the current site to purchase their product.
Good Coffee's food truck is currently being fabricated (estimated July 2022) I will be commissioned to redesign their site to better target their customers and to leverage the business shift to crafted beverages.
Tools
Deliverables
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Miro
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Photoshop
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Key Notes
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Logo
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Brand style guide
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Competitive Analysis
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Customer Journey Map
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Personas
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Marketplace Research
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Heuristic report
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Usability Testing
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Research Document
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Brand pitch
Good Coffee
Opportunity
Coffee Consumer Habbits
Good Coffee is an emerging coffee brand and truck in San Antonio, Texas. While their coffee truck is currently being constructed the brand wanted to start by selling pounds of whole bean coffee through their website. San Antonio is an ideal location to open a food truck business as there is a huge following for food trucks with multiple blogs and websites dedicated to their reviews and locations.
1. Consumers want to be able to customize
their drinks. (Milk, flavor, and sweetness options).
2. 40% of the U.S population does not drink or like the taste of coffee. These customers want options that do not include coffee.
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3. Consumers primarily care about: Quality, Flavor, and Price.
User Data
The following personas were crafted with the specific San Antonio, Texas demographic to target their customers.
Key Demographics:
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People between the age of 18-29 prefer roasted coffee beans.
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76% of people drink at least one coffee beverage a day.
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People between the age of 25-50 that have higher education consume twice to three times as much coffee than those who don't.
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95% of coffee drinkers, drink coffee at home and 80% at work.
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50% of coffee drinkers, drink instant coffee.
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People purchase coffee based on quality, price, and brand.
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Espresso based drinks are the most popular coffee drinks
Personas
Good Coffee's Personas can be categorized into three main groups based on the San Antonio demographics. The Coffee Expert, The Sugar Addict, and The Tea Drinker. This gave us a holistic understanding of the coffee industry within the marketplace as well as how to better target all potential customers.
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Competitive Analysis
The coffee industry in the united states is valued at 11.6 billion dollars. This provides ample fiscal opportunity for multiple coffee businesses to coexist within the space. Globally the coffee industry is valued at 164.83 Billion (Europe has the highest consumption of coffee) with industry leaders tapping into the global market to amass their net worth.
The most successful coffee companies offer traditionally known coffee beverages or beans as well as specialty and seasonal offerings.
In comparison to industry and local coffee companies, Good Coffee’s quality is higher while the cost is slightly lower than standard. As an emerging brand this is beneficial to acquire new customers, this also affords an opportunity for a price increase upon steady sales.
Heuristic & Usability Report
Good Coffee’s usability is adequate. 5/5 Users have the ability to accomplish their goal of purchasing coffee from the site with no difficulty.
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The path to purchasing coffee is intuitive and direct.
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Having used Wix as a hosting commerce source all basic usability needs are met to industry standards. Visibility of status (1), user freedom (3), error prevention (5), recognition vs recall (6), and user recovery (9) are all non-issues having systems in place by Wix.
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Improvements to the Good Coffee site are clean design, branding, and messaging consistency.
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Trust with users is necessary to encourage the purchase of products; the addition of reviews and testimonials would be beneficial.
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Limited and repetitive content on the landing page is confusing.
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All content should enrich the user’s experience and empower the user to purchase.
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Messaging and information on product pages should be consistent.
Good Coffee within the Coffee Marketplace
Good Coffee's small-batch roasting and food truck business model is ideal for its location and its target demographics. They have generated a buzz and traffic to their site by first releasing roasted beans. This allows them to make revenue and gain exposure to their brand before the debut of their coffee truck.
Their price point is below average for industry standards and their quality is significantly higher. They have positioned themselves in a good place to asses the market and easily pivot.
Obstacles and Roadblocks
Identifying the very specific habits of San Antonio coffee consumers was slightly challenging. The quick-service beverage industry does well in San Antonio with bubble teas, smoothies, and specialty tea shop locations favorable to San Antonio residents.
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Solutions were found in the crafting of three personas to better understand the San Antonio audience, their motivations, and their beverage preferences. Multiple personas also helped leverage the San Antonio demographic as well as coffee industry standards.
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Outcomes & Future
Branding​​
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Good Cofee's voice and messaging are inspired by:
" The moment of relief a person feels in the morning after their first sip of coffee."
The messaging conveys the feeling of comfort and support while being simple and direct. The tag line is " Drink Good Coffee."
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"Sit back, relax and let the taste bring you to your happy place.
No more Zoom meetings. No more traffic. Just you and a cup of
Good Coffee."
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Color Theory
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Primary colors were chosen as brand colors for Good Coffee. These colors evoke the feeling of passion, trust, and positivity.
Primary colors are familiar to users and help to quickly identify a brand. This color choice was also leveraged in the coffee label of the Colombian blend.
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Good Coffee added reviews and customer testimonials to its website. With the addition of this feature, their customer drop off rate decreased by 6%
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Good Coffee's whole bean sales are steady and consistent.
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Good Coffee's truck is on time for its debut in July of 2022.​
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The menu for the coffee truck is currently being drafted with the influence of user research.
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Product testing of specialty beverages will begin in the summer of 2022.
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Website redesign is scheduled for June of 2022.
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Wait... You look like you could use some Good Coffee.
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