Our customers indicated they like supporting businesses that include charitable giving in the price of the products they sell. How might we curate a coffee experience that allows coffee lovers to give back to the farms that produce the product they love?
User Research
User Persona
Journey Map
Wireframing
Site Architecture
Usability Testing
Prototyping
Style Guide
Coffee lovers are becoming increasingly aware of the issues with sustainability, cruelty, and lack of fairness around the sources of the coffee they purchase. During our surveys and interviews, we discovered that users are more likely to support businesses that give to charitable causes and enjoy being able to use their purchasing power to contribute.
Therefore, we believe coffee lovers would enjoy purchasing coffee from a company that allocates a portion of profits to the direct economic growth of the source regions for each product. We might do this by curating ethically sourced, fair-trade, organic coffee at a price point that allows us to partner with local farms to generate programs that contribute to the economic growth of the region in which the coffee is sourced.
"Regardless if you can go back and verify it, I think that's a really good way to put a picture to what you're helping with. It'd be nice to see a food diagram or breakdown of it...pictures with facts or some graphs or a map on where the money's going or something like that."
"I don't buy from an unidentified country. The countries that I prefer are on the continent of Africa, primarily Ethiopia and Kenya, but if I can't obtain coffee from Africa I buy Costa Rican coffee...from those areas, third world country areas."
"I like if you can look it up on social media. You can't always know what it's actually going to... but for every bag of coffee, we will donate X amount of money or we will do XYZ."
1. Blog stories capture the importance of getting involved with Refugee Coffee Co.
2. Donate, merchandise (such as t-shirts), and catering give users more opportunities to spend money with Refugee
3. Coffee-related job creation, job training, social networking, and commerce for refugees
1. Local to San Diego
2. Roasted in house
3. Free trade from one women's cooperative
4. Sold in stores and online
1. Established company
2. Structure and design are simple and very well thought out
3. Rewards system- Certified- Sold in stores and online
4. Partnered with established stores such as Nordstrom
Users were given three tasks to complete on the website in order to test the functionality and user experience on the site. These were straightforward tasks such explore information about our farms, shop for coffee, and navigate between the two main areas of our site -- Shop and Explore.
1. The tasks were for the most part completed with ease. A few respondents couldn’t locate how to discover more about the farms when on the shop page.
2. Feedback was also solicited on our aesthetics appeal. Improvement was needed in a few areas:
- Consistency in font faces, font weights, and buttons
- More graphically pleasing directionals
- More obvious call outs for learning about coffee farms on the Explore Page
