Tierra Mia Coffee
Full Website Redesign & Responsive Design
Tierra Mia Coffee Company is a famous specialty coffee retailer and roaster that operates fifteen retail locations in California. The company roasts all of its coffee bakes and its pastry offering sold its stores. However, we discovered that Tierra Mia Coffee website lacks enough information and provides an inefficient and unpleasant user experience without any interaction design. In order to increase traffic and build up trust, we redesigned the website with features so that people can place orders, search locations and hours, see reviews and so on. At the same time, we built responsive web design for people who can't access their desktop or tend to use mobile.
Performed the roles as UX/UI designer in a 3-member team.
Mainly in charge of designing wireframing, user Interfaces, prototyping & interactions/visuals.
Method & Tool
Method: User Research, Heuristic Evaluation, Competitive Analysis, Persona, Storyboard, Site Map, Wireframing, Hi-Fi Prototyping, User testing
Tool: Figma, XD, Illustrator, Photoshop, Google Suite, Artboard Studio
Survey and Interview Takeaways
84% of participants regularly go to a cafe.
Almost 1/2 of participants think drinks or food are the most important in a coffee shop.
The primary demand for information people look for on coffee website is menu, while Terrie Mia doesn't have menu, even without too much information about their products.
Popular apps they use:
The website overall is too simple, not welcoming and interesting. It doesn't have branding information and great UI design, so users are hard to be attracted without seeing its voice and tone.
UX Competitor Analysis
In order to know more strength of Tierra Mia Coffee and make the website more user-friendly, we analyzed Tierra Mia Coffee's competitors in depth. Here are what current pros and cons for Tierra Mia Coffee.
Famous for its great coffee beans
Wide ranges of drinks and pastries
A specialty coffee retailer with cozy welcoming environment
Website design not appealing
No branding information
Here is the Competitor analysis we built
Based on research data, interview observations and online survey, we defined our user persona Jacob to help cultivate the next stage of ideation.
Here is the our User persona Jacob
We conducted an I like / I wish / What if activity which is a structured way of organizing feedback that is gathered from our testing sessions.
Here is the Feature prioritization
We picked up the most feasible and impactful features that we would like to incorporate into our website.
Card Sorting & Site Map Redesign
We used open card sorting exercise to define our categories in navigation, so it can provide options for users to find goal and needs quickly on the website. In terms of the result of card sorting, site map was finalized and structured with a list of pages of a web site.
Above is the Card sorting process
We built the Site map to have a clear information structure
Paper Sketch & Wireframes
Here is the Paper sketch we drew
PROTOTYPING & TESTING
Low Fidelity Prototyping
This is the low fidelity prototyping that I made
A/B Testing & User Testing
Based on the low fi wireframes, my teammate and I created two versions of mid fi prototypes. The purpose of this A/B testing is to compare and pick out the better option from the two versions of UI design and collect usability feedback to complete hi fi prototyping.
Testing Results Summary:
Version B has clearer images with yellow warm tone background that can make users' eyes more comfortable and be more willing to browse website.
Order Now button Version B is easy to identify, but white text on button is sort of too light.
Both A and B Navigation bar is clear, but user is confused with the difference between Pre-Order and Order Now button.
Both A and B Search Bar can be shortened as an icon to have more space for Sign In button for maintaining royal customers.
UI style Tile
For the sake of improving website readability, we tested three different color blindness visions to see if the UI style is still accessible for these types of people. Below result shows that the button styles can be identified and images are clear enough to be recognized even the color palettes look very different compared to the original one.
We wanted to convey the classic and modern style across the whole website, so we chose Roboto, Montserrat and Avenir as our main font styles. We use warm toned photos, modernized illustration and linear icons to convey healthy and clean brand culture. In addition, the original logo is kept into new website as it fits overall the new design style with the same color combination.
Responsive Web Design
Based on research, we built responsive web design for smartphone users. We noticed Tierra Mia might need to hire some employees urgently according to its original website, so we wanted to make it noticeable by adding this into navigation with yellow highlight. Order Now button is catching the eyes of people that they can make an oder right away. Sign In button has been moved to Ads Bar at top to be less crowded with other icons on the right up corner. To solve users' pain points, we created Location (within hours inside with different addresses), Reservation, Review section and About Us section to give more branding introduction for new customers.
This is the Web Design that I made
This is the Responsive Mobile Design that I made
The Desktop Hi fi prototyping
The mobile Hi fi prototyping
After building up hi fi prototyping, I conducted several usability testings and gained insightful user comments. These valuable
feedback would become a huge help into the next stage of prototyping iteration.
High Fidelity Prototyping
After incorporating usability testing feedback, I made iteration on hi fi prototyping.
Some examples of desktop Hi fi wireframes
Some examples of the mobile Hi fi wireframes
At the end of this Tierra Mia Coffee Redesign project, we reached out to the store owner at Oakland. He was very excited about our project and wanted to see the final prototypes after Covid-19 pandemic is gone.
At the same time, here are some directions we might consider to take and polish our project in the fulture.
A Reward Program to maintain royal customers with providing free coffee and food.
Develop Reservation feature on the website and build up Real-Time System which can update available spots instantly.
Analyze the Conversion Rate and Returning Visitors for KPI.
Need to make further research to see if necessary to build Mobile App.