Usha, Ui/Ux Designer

Project Overview

It is a tea ecommerce catalogue which actually does not sell through online but provides user with all the detail info about tea and if the user wants to buy then the contact information was provided of the vendor.

Problem Statement

In the tea ecommerce sector, there's a lack of platforms offering a curated range of quality teas with transparent sourcing and a focus on sustainability. A solution is needed to provide diverse tea blends, education, and personalized experiences that cater to the preferences of tea enthusiasts and health-conscious consumers.

These were some of the challenges :

01

Limited Online Visibility

02

Lack of Clear Information

03

Unoptimized User Experience

Research & Insights

• Competitive Analysis

1. Yogi Tea : Established as a premium wellness brand focusing on mindfulness and natural ingredients. It offers a wide range of herbal and medicinal teas but has higher pricing and limited traditional tea options.

2. Love Tea: Known for organic, sustainably sourced teas and ethical practices. It emphasizes health-focused blends and transparency but has smaller brand recognition and limited retail presence.

3. Kib Tea: Modern branding with bold flavor profiles, innovative blends, and subscription services. However, it has lower brand recognition and limited market availability..

• Common Themes:

Emphasis on natural ingredients and quality blends.
Focus on wellness and sustainability (noted in Yogi Tea and Love Tea).
Modern and creative branding highlighted in Kib Tea.

Design process

1. Discover Phase

Understand the Problem: We identified the core challenges in the tea e-commerce space, such as the lack of platforms offering curated, sustainable tea blends.
Competitive Analysis: We conducted a competitive analysis of key brands like Yogi Tea, Love Tea, and Kib Tea to understand their strengths, weaknesses, and market positioning.
User Research: We gathered user insights through research, focusing on their preferences, behaviors, and pain points.

2. Define Phase

We developed empathy maps to deeply understand the emotions and needs of our users.
We mapped out the customer journey to visualize user interactions and identify areas of improvement.

3. Ideation Phase

Created ecosystem to learn more about the domain, task flows to align design decisions with user's behavior, and information architecture to understand the domain and IA which forms the basis for the app.

3. Design Phase

During the Design Phase, we focused on translating user insights and research findings into visual concepts and functional designs. This phase involved several key steps to ensure the design aligned with both user needs and business goals:

Moodboard : We created moodboards to define the brand's visual style by selecting color palettes, typography, icons, and imagery that reflect a modern, natural aesthetic aligned with sustainability and health.

Wireframing : The flow was straightforward, so we began with mid-fidelity wireframes to map out the platform's structure and user journey effectively.

Prototyping : We developed high-fidelity prototypes to bring our concepts to life, showcasing realistic visuals and interactions. These prototypes helped us visualize user workflows, test functionality, and refine designs based on feedback.

Overall Outcome

The design phase resulted in a high-fidelity prototype that effectively addressed user needs and aligned with the brand's identity. It provided a clear structure and seamless user flow, setting the foundation for usability testing and further development.

My Perspective and Design Outcomes

"While this case study outlines the key stages of our design process, there are numerous nuanced steps and iterations that cannot be fully captured in a brief overview. Design is an ever-evolving journey, and this is just a glimpse into our efforts to create a meaningful solution."

This project made me realize the importance of approaching design with a balance between visual appeal and user experience. Both are vital for creating solutions that are not only aesthetically pleasing but also functional and intuitive. It taught me to prioritize the user’s journey while ensuring the design aligns with the brand’s identity, making the experience both engaging and effective. This insight has significantly shaped my perspective as a designer.

Tea Manufacturing Company's E-commerce Website

Team

My Role

Timeline

Tools Used