Tea Shop’s Application

An application that designed to remove the barriers preventing customer’s from buying beverages and increase customers' engagement based on pain points.

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Overview

1828 WLJ Tea Shop uses a Chinese popular herbal tea, Wang Lao Ji (WLJ), in creating new beverages. The brand is creative and has seven branches in Taiwan.

I am the sole UX designer on the software team who is responsible for user research, UX/UI design, and some front-end development. We have a graphic design team who is responsible for branding, etc.

Role

User Research
UX/UI Design

Time

2018/5 - 2019/1
(full-time)

Our brand was created by an experienced graphic designer, and it is intended to be creative and enticing.

Part I

Help Customer Buy Beverages

Business Goal

1828 WLJ Tea Shop is a new brand with a single branch and is currently expanding to seven different branches throughout Taiwan. Our shop has spent a lot of money on marketing events and promoting the brand. However, it is not easy for us to retain existing customers and appeal to new customers without promotions.

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Existing Customer's Persona

According to the data from our POS system, 77.2% of our customers are first-time customers and 22.8% are returning customers who have visited our twice or more. We categorize our customer personas according to their frequency of visits.

Personas
Personas
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Experience Journey Map

In the experience journey map, we place more focus on the first-time customer experience and analyze how we can best solve their pain points.

Experience Journey Map
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Potential Customers Survey

I used an online questionnaire to evaluate customers' experiences when purchasing drinks at the tea shop in Taiwan and their expectations of a tea shop application. I obtained over 150 responses in five days from a popular Taiwanese forum.

Tea Shop Visited Frequency
Taiwanese's Favorite Tea Shop
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Insights & Pain Points

Based on the customer personas, user journey map, and questionnaire responses, we concluded that there are three major pain points.

1. People care about the price.
  • 770% of Taiwanese people want to get a discounted price for their beverages in a tea shop application. So, it will be appealing to them if a tea shop application contains coupons, lists of the latest marketing events, and a loyalty card.
  • Our beverages are too expensive. The beverage prices in our tea shop are between NT$60 and NT$80; however, the general beverage prices at other tea shops range between NT$30 and NT$60. Customers don't understand why we are more expensive than other tea shops.
How might we use the application to provide customers a better price?
2. People care about their time.
  • In Taiwan, people always have to wait in line when they want to purchase a drink, so 45.3% of people think that it is nice to have an online ordering mechanism in the application that goes beyond the delivery service (15.3%).
  • Downloading the application before checking out to get coupons is very troublesome and inconvenient. Some customers may feel the application poses a security risk by having to download and log into it on their phones. Also, if they are busy, it might be an obstacle for them to purchase a drink.
People are busy downloading our application to get coupons while lining up.
How might we shorten the time customers spend buying beverages?
3. People care about flavor.
  • When Taiwanese people choose their favorite tea shop, 91.1% of Taiwanese people choose a tea shop because of the quality of the flavors they offer, a factor that drastically outweighs other factors like price (27.2%) or brand (17.8%).
  • Some first-time customers think the flavors of our drinks are not acceptable since our signature drinks are mixed with traditional Chinese medicine. Taiwanese people prefer sweet milk tea with boba or pure green tea instead.
How might we provide a widely accepted taste?
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Ideation for the Pain Points

We have come out some ideas to solve the pain points.

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Redesign the User Flows

I proposed the new user flows and learned that it is important to make customers love the beverage's flavor and download the application to be our member. These two factors form a positive cycle. Moreover, when there is a long queue, ordering online is a definitely must-to-have feature.

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Solving Pain Points I: Flavor Issue

(1) Localize the flavor

Our signature drink is Wang Lao-Ji, a popular herbal tea in China; however, some Taiwanese people do not like the flavor. Our beverage department has tried to launch more new flavors that Taiwanese people are familiar with.

Localize the flavor
(2) Let customers evaluate our new flavors

Provide free tasting and invite customers to vote! Since we want the flavor is appealing to potential customers not our loyal customers, it is better to put a board in our shop and hold a tasting event.

Concept board of "Vote for the new flavor!"
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Solving Pain Points II: Price Issue

Based on our insights, we acknowledge that people regard discounts as the most important thing that a tea shop application should offer. So, we designed four mechanisms that will allow people to obtain lower prices or rewards from the application:

Membership

Four membership levels exist to encourage existing tea shop fans to become a return customer.

Coupons

Customers can receive coupons through marketing events or activities.

Loyalty Card

Customers can collect points on a loyalty card which can unlock rewards in the future.

Membership, coupons, and loyal card (cooperate with other graphic designers)
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Solving Pain Points III: Time Issue

(1) Use stickers to encourage customers to download the application

New customers should not be forced to download our application. Instead, we should place a sticker on orders that contains a serial number or a QR code that encourages customers to download our application with some benefits such as coupons or points.

Put a sticker containing a serial number on cups.
(2) Order beverages through the application

To shorten the time spent making a purchase, customers can order beverages and pay through our app. They will receive a number to help them pick up their order. Because many different orders and payment methods can be used, the process of creating this interface required many discussions and testing phases.

User interface of beverage ordering process.

Part II

Increase Customers' Engagement

The Challenge

According to the data from our application, over 80% of our customers only open the application when they want to buy beverages.

How might we enhance customers' motivation to buy beverages and use the application?

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Insights & Pain Points

Look deeper into customers' motivation in our application, we discovered some insights and pain points.

1. Discounts or rewards will definitely drive individuals' motivation

Over 70% of Taiwanese people want to get a discounted price for their drinks in a tea shop application. They regard discounts as the most important and attractive thing in the application.

2. People seldom share our application on their social media

People like to share some cool experiences or beautiful photos on their social media. Not only they satisfies their motivation, but also a promotion for business. However, people often share photos with our beverages in our tea shop but seldom share our application.

People often share photos in our tea shop but seldom share our application.
3. Our application lack of updates

People often open an application frequently is because of the lastest news or social updates; however, in our application, since we only have two or three marketing events a month, we seldom update. So, people do not often open our application. Maybe a daily checkout or a long-term game are recommended.

We do not have lots of marketing events to update.
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Ideation for Enhancing Customers' Motivation

To increase engagement, our marketing team wants to send coupons or valuable prizes to customers through different events with the intent of appealing to them. We must brainstorm some methods to send coupons or valuable prizes to enhance customers motivation.

Low-fidelity user flow of lottery game.
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Regular Event: Lottery Game

When customers buy our drinks or use our application, they receive one ticket to use towards a lottery game that offers big prizes. Tickets can be collected for a better chance of winning the prize. I suggested an idea that putting a top ten ranking on the number of tickets customers used below the prizes. Many individuals will be driven by a desire to win and will collect more points.

Low-fidelity user flow of lottery game.
Lottery game's high-fidelity prototype.
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Special Event: Shake Your Phone

To increase engagement, we also created an irregular marketing event: when customers open our application and shake their phones, they will receive a coupon for a random discount once per day. This event is available by web view on our iOS and Android application, and I designed and hand-coded it.

Special Event: Shake your phone to get a coupon

Part III

Reflection & Conclusion

Reflection

The original version’s UI design did not follow human interface guidelines and had incomplete features, so we redesigned the project from scratch but did not conduct user interviews for the first version. However, testing is needed to discover problems regarding structures or features.

The original version’s UI design did not follow human interface guidelines.
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Current Status

Unfortunately, 1828 WLJ Tea Shop has collapsed because of financial problems. It is such a pity that I cannot see all the plans through to completion or obtain real data to see if the plans work. However, I appreciate the opportunity to stay with this company which has given me a lot of space to both learn and grow.

1828 WLJ Tea Shop has collapsed.
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