Project Description

PROJECT: COFFEE EDUCATION

Black Rifle Coffee Company is a premium, small-batch, roast-to-order, veteran-owned coffee company.

CHALLENGE

The objective of the coffee education project was to reinforce the BRCC brand as experts on all things coffee. The content hub provides tutorials for various brew methods and recipes with step-by-step instructions that educate users on different tactics and techniques. The primary engagement for the experience was a coffee quiz, resulting in a roast recommendation with the option to purchase or start a subscription.

APPROACH

We began by auditing existing content to identify gaps in the techniques and recipes required by the brief while beginning our audits of existing quizzes (coffee quizzes when possible). Knowing the quiz experience was part of a larger content hub signaled the need to align around a common framework before committing to any detailed design.

DELIVERED ARTIFACTS

  • Research

  • Content Audit
  • Quiz Design
  • Competitive Analysis

  • UX / UI Final Designs

  • Subscription Optimization

OBSERVATION

Based on our previous research and knowledge with the client we were quick to find alignment with stakeholders on the need to educate customers on the various roasts on a spectrum from light and dark.

ORIENTATION

During our conceptual design phase, our team quickly gravitated towards a bi-directional scrolling design and its numerous benefits for presenting a categorical organization of content and natural responsiveness.

DESIGN RATIONALE
QUIZ FLOW

Using our knowledge-based personas and business objectives, we identified three groups of scenarios to target: self, group, and gift.

Our quiz approach took a distinct variation in comparison to the competitors we audited with unique paths for each of our identified groups. Our research indicated that criteria such as product form and roast classifications were more appropriate for gift and grouping while individualized taste preferences (additives, aromas, etc.) were reserved for the self-purchase quiz flow.

COFFEE RECOMMENDATION & CLUB SIGN UP FLOW

Roast screens had a primary goal to convert users into subscription club members. After several iterations, our final design allowed customers to subscribe to the most popular option within two clicks. Users can also easily calculate a membership recommendation for quantity and frequency based on their anticipated consumption.